The focus of the McDonald’s Stars of America campaign is the first Google-Street-View-Game in the world. With the Google Street Viewer the users are taken virtually to the Walk of Fame in Hollywood where they have to complete a series of interactive tasks to collect stars. The user moves down the Hollywood Walk of Fame, navigates the streets and turns and rotates. Finally they come across the "real" stars – the McDonald’s action products – and register for the competition. The prize of a trip to Los Angeles is up for grabs.
The online game uses a mechanism not seen before where Google Maps Street Viewer is connected with an interactive game.
A banner campaign publicizes the game where mocked up film and concert posters are exposed as fakes and then lead to the real Stars of America. As in the online game, the testimonials from Heidi Klum and the three finalists in Germany’s Next Top Model are used. The digital campaign also consists of an informative microsite, a newsletter, a "making of" and an Internet TV spot.
Offline, Heye & Partner marketed the "Stars of America" with TV spots, promotions and radio spots.
