CHICAGO McDonald's Corp. has signed a deal with Destiny's Child to sponsor the musical group's upcoming tour, as well as having the artists appear in television advertising.
"Music is a universal language that touches the lives of everyone," said Larry Light, global chief marketing officer of the Oak Brook, Ill., company, in a statement. "And it will continue to power our brand as we connect to our customers around the world in fresh, relevant ways."
McDonald's last year used pop star Justin Timberlake as a fixture in the launch of its first global campaign, which carried "I'm lovin' it" as a tagline. Timberlake also appeared in spots promoting a partnership this summer with Sony Music that offered free song downloads with the purchase of a Big Mac.
Destiny Child's tour, "Destiny Fulfilled and Lovin' It," will begin in spring 2005, and will include stops in the United Kingdom, France, Germany, Spain, Japan, Australia, Brazil, as well as the U.S. and Canada.
McDonald's spent $550 million on domestic advertising last year, according to TNS Media Intelligence/CMR. The company spends an estimated $1.3 billion on worldwide advertising.