McDonald’s Extends Southern Style Chicken Launch Online

McDonald’s will add more support to the introduction of its Southern Style Chicken biscuit and sandwich with a viral program, as part of its online strategy.

Beginning Aug. 15, a downloadable e-coupon for a free biscuit or sandwich, with the purchase of a medium or large beverage at participating restaurants, will appear at The fast feeder’s interactive Web site is part of its Olympics outreach. TV spots touting the new offering have been running during NBC’s coverage of the Summer Games.

McDonald’s is an official partner of the U.S. Olympic Committee and the International Olympic Committee.

At the site, visitors can now upload personal headshot photos, which are then edited into a sports montage video of Olympic athletes competing in swimming, soccer, track, equestrian events and BMX racing, an event that is making its Olympic debut.

The videos can be shared by e-mail with family and friends and embedded in a blog. BMX Donny Robinson anchors the home page visuals, which also include the mugs of other Olympic athletes including sprinter Tyson Gay and gymnast Shawn Johnson.

“We know Americans enjoy the competitive nature and excitement of the Olympic Games and also appreciate a great tasting chicken sandwich,” said Marta Fearon, director of marketing at McDonald’s USA. “ allows them to have some fun by taking part in the Olympic action, while also receiving an e-coupon for a free Southern Style Chicken Biscuit or Sandwich.”