Aug 21, 2008 6:02 AM, PROMO Xtra, By Amy Johannes

McDonald’s is backing the recent launch of specialty coffee in Central Ohio with a host of promotions to spread the word about the new menu items.

The new line, called McCafé Specialty Coffees, includes Lattes, Mochas and Cappuccinos and come in flavors such as Iced, Hazelnut, Caramel and Vanilla. The products follow the company’s rollout of Premium Roast Coffee in 2006 and Iced Coffee in 2007.

Shots of espresso are also available, the company said. The beverages are available in 12-ounce, 16-ounce or 20-ounce offerings starting at $1.99.

It’s the fast food chain’s latest attempt to gain market share from coffeehouse giants, such as Starbucks and Dunkin’ Donuts. McDonald’s Central Ohio Co-op is the fifth U.S. market to offer the product line, Jill Fazekas, a spokesperson for Fahlgren, the PR company handling advertising and PR efforts for the market.

To promote the drinks, McDonald’s [www.McDonalds.com] launched a 3-D billboard in Columbus this week. It features two 14-foot-tall, three dimensional coffee cups. One cup releases live steam, while the other is topped with a foot of material resembling whipped cream.

The local Co-Op will also take its message to Ohio State University on Aug. 30 during the OSU vs. Youngstown State Game. McDonald’s of Central Ohio is the exclusive quick service restaurant sponsor for OSU Athletics. At the game, reps will hand out 6,000 McCafé mugs to fans and 75,000 McCafé coupons redeemable for a small drink with purchase.

The on-site activities will be supported by an airplane banner and a McCafé booth, Fazekas said.

An FSI promoting the new beverages will drop on Aug. 31 featuring six offers for free menu items with a purchase. The coupons will be valid in Columbus and Central Ohio locations through the end of September, Fazekas said.

Sampling will also be part of the mix. On Sept. 13, 126 area restaurants will offer free, eight-ounce samples of Iced Vanilla Latte or Mocha drinks with a bounce back coupon offer.

The drink launch is also getting some support via local radio promotions. In one, listeners can register to win breakfast and coffee for their office. Another features a corn toss tournament before home Ohio State University games, which offers the chance to win tickets to a game.

The effort includes an online component. Visitors to www.wakeuptowhatsnew.com can create their own coffee cup art using an interactive feature on the site. With a click of a mouse, people can make coffee designs by using a virtual pitcher that pours milk. Then, their creations can be saved and uploaded to an online gallery. People can also learn more information about the beverages.

TV and radio advertising, which also support the campaign, will run through Sept. 14, with another push slated for Nov. 3 to Dec. 4.

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Related Links:

McDonald's Ties Chicken Sandwich with E-Coupons
http://promomagazine.com/coupons/news/mcdonalds_chicken_sandwich_coupons_1508/index.html

McDonald’s Samples McSkillet Burrito for Leap Year Event
http://promomagazine.com/sampling/news/mcdonalds_samples_mcskillet_burrito_leap_year_0227/index.html

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