McDonald's McHappy Day is one of Australia's most important and high profile charity events. Over the last decade, it has generated enormous interest and raised millions of dollars for seriously ill kids, through Ronald McDonald House and Variety Clubs in Australia. The event already involved Australia's most high profile celebrities, and Tribal DDB Sydney sought to consolidate upon this success by prompting the involvement of Coprorate Australia. The idea was to create an inventory of merchnadise that could be heavily hyped, and then auctioned on a themed McHappy Time Website. Working in conjunction with Yahoo!, Tribal DDB built the bidding engine and the online media stragegy to drive interest across the Yahoo! network. The 2001 McHappy Day and McHappy Time Auction raised AUS$1.2 Million.

Objectives: Involve Coproate Australia to substantially increase the moneys raised. Surpass target of AUS$1 Million. Attract interest of new users. Offer unique items with "money-can't buy" value.Target Group: 16-65 - everybody with a PC (with home or work access) and an inclination to experiment with an online auction. Offered very broad range of auction items to appeal to a wide market.