Millionaire, McDonald’s In Team Promo

ABC and McDonald’s are launching a multi-million dollar national promotion featuring an in-store scratch-off card game based on the hit TV quiz show Who Wants to Be a Millionaire.

Hype for the game kicked off Tuesday with an appearance by Millionaire host Regis Philbin at a McDonald’s in New York’s Times Square.

Contestants can win cash prizes from $1 to $1 million, as well as menu items. The contest runs April 19 through May 17 at participating restaurants among McDonald’s 14,000 U.S. and Canadian outlets.

Game cards, featuring questions from Millionaire writers, will be distributed with orders of french fries or by following rules on McDonalds.com. Contestants rub off one of four answers, and if correct, they win the prize listed under another rub-off box.

Like the TV series, the game will provide a 50/50 lifeline, meaning that players can log on to ABC.com, type in a four-digit code from their game card, and the site will eliminate two incorrect answers.

The contest was created by ABC Marketing and Leo Burnett in Chicago and will be promoted with ads on ABC, in print and on the Internet.

Separate ads, from Burrell Communications Group and del Rivaro Messianu, target African-American and Hispanic consumers, respectively.