Last week, the MediaGuardian reported on McDonald's new global search for everyday folks to appear on their packaging. The company is seeking 25 brand "stars" who sum up its "I'm Lovin' it" ethos. Those selected will be flown to London for a photoshoot in August.
There is no advertising for this campaign, and instead is relying on WOM by internet communities. In applying for the opportunity to be a "brand star", McD's is asking people to tell them what they "love in life" and "how they live it" in 100 words or less, along with a picture.