Wake Up call McDonald's Restaurants of Canada

Young adults love music, cell phones, ringtones, winning contests, eating and sleeping. They hate waking up. But if they don't wake up, they can't go to McDonald's for breakfast, so the company partnered with MuchMusic to create its first Wake Up Call service, turning a negative into a positive. Young adults were invited to register their cell phone at muchmusic.com via a dynamic microsite that allowed them to download the I'm Lovin' It ringtone for free, receive a wake up call voiced by their favourite MuchMusic VJ at the requested time, win an iPod, and get a breakfast text message offer.