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McDonald's Giving All-Star Push to Prep Basketball Game

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NEW YORK -- McDonald's is planning a multi-media campaign to support the 25th anniversary of its All American High School Basketball game. The effort will be especially focused in the New York tri-state area. The game will be played in Madison Square Garden on April 4, 2002.

The campaign -- expected to be McDonald's largest in support of its prep roundball event -- will include TV, radio and print. The fast-fooder also is planning in-store signage and such commemorative items as 25th anniversary cups honoring past participants. The company is scheduling an array of events for the game itself, including a gathering of past players, the retiring of selected jerseys and the naming of an all-time McDonald's team, which may be voted upon by consumers via ballots available in-store or newspaper inserts.

McDonald's currently is seeking sponsorship for some of the game-related events, including a slam-dunk contest and the Players Award Banquet and Silent Auction at Tavern on the Green. The 25th anniversary event also will feature McDonald's first All American High School Girls game.

Madison Square Garden is promoting the game via ads that will run on MSG cable as well as on its overhead scoreboard during Knicks and Rangers games. Commercials also will run on Fox Sports cable in the New York area.

The majority of New York area promotions and marketing efforts are being handled by The MWW Group, East Rutherford, N.J. DDB, Chicago will handle national efforts.

Among those who have played in the McDonald's All American High School game are Kobe Bryant, Patrick Ewing, Grant Hill, Allan Houston, Jason Kidd, Shaquille O'Neal and Michael Jordan.