McDonald’s and SEGA Reveal Details of New Happy Meal Promotion Featuring Sonic and ‘Search for the Silver Game’

McDonald’s and SEGA Reveal
Details of New Happy Meal Promotion Featuring Sonic and ‘Search for the Silver
Game’

Eight New Handheld Videogames
Based on SEGA’s Classic Character Sonic The Hedgehog Make Stopping at McDonald’s
During the Holidays a Fun-Filled, Interactive Adventure

OAK BROOK, Ill. and SAN FRANCISCO,
Dec. 2  — As families take to the roadways this holiday season, whether
braving the malls or traveling to grandma’s, McDonald’s(R) Happy Meals will
offer hours of playtime adventures with SEGA(R) as well as a chance to win the
ultimate family gaming system, available at participating McDonald’s, while
supplies last. Between December 3, 2004 and December 27, 2004, McDonald’s Happy
Meals will feature one of eight interactive handheld videogames based on SEGA’s
top-selling franchise Sonic The Hedgehog(TM), and lucky families will have a
chance to win one of 25 ultimate gaming systems plus 2,475 exciting videogames
just in time for the holidays.

Games include:

  • Knuckles Treasures Hunt: Players
    must maneuver Knuckles through the building, timing jumps and collecting
    gemstones along the way.

  • Sonic The Hedgehog Extreme
    Boarding: Players are challenged to move Sonic from side to side through a
    half-pipe collecting rings, while dodging thorny balls.

  • Amy & Rouge Volleyball: Players
    are challenged to move Amy from side to side to return Rouge’s serves and
    volleys.

  • Big Fishing: Players are
    challenged to help Big The Cat catch as many fish as possible by raising and
    lowering the lure and reeling in the catch.

  • Shadow Hockey: Players can
    maneuver Shadow past Omega robots to block shots on goal. However, the more
    you play, the more robots appear.

  • Billy’s Giant Egg: Players are
    challenged to collect fruit to feed the egg. Once the egg hatches, players
    move on to the next level.

  • Tail’s Sky Adventure: Players move
    from side to side to blast spaceships from Dr. Eggman’s mother ship.

  • Cream Flower Catch: Players are
    challenged to catch as many flowers as possible.

"We are very excited to team up with
our partners at SEGA again to bring Sonic and his friends back to McDonald’s
with eight all-new Happy Meal(R) handheld game adventures," said Kent Voetberg,
Director, McDonald’s Kids Marketing. "To celebrate the season and the Silver
Anniversary of the Happy Meal(R), McDonald’s is thrilled to offer families the
chance to win the ultimate gaming system in addition to the exciting new SEGA
handheld games included in every Happy Meal."
 
"Search for the Silver Game," a new promotional game with videogame-related
prizes, celebrates kids’ passion for gaming as well as the conclusion of the 25
Years of Happiness Celebration. The "Search for the Silver Game" event will cap
off the Happy Meal anniversary celebration giving McDonald’s customers a chance
to find one of 25 special Silver SEGA Happy Meal premiums that can be redeemed
for an ultimate gaming system and 2,475 Silver SEGA premiums to be redeemed for
Sonic videogames. As always, there is no purchase necessary to play the game.
For complete details, check out the
Official Rules at a participating McDonald’s restaurant or online at
http://www.mcdonalds.com.

"Joining forces with McDonald’s is a great testament to the marketing power and
appeal of Sonic The Hedgehog; one of the most recognizable characters in
gaming," said Scott A. Steinberg, vice president of Entertainment Marketing,
SEGA of America. "The Happy Meal campaign is a perfectly timed complement to the
marketing effort behind Sonic Heroes and other Sonic games and merchandise
retailing this holiday season."

This SEGA Happy Meal event will be supported by TV, radio, and online
advertisements. Special activity pages focused on the event will also be
included on SEGA’s Sonic Central Web site (
http://www.sega.com/sonic
  ) as well as
http://www.mcdonalds.com

NO PURCHASE NECESSARY. Game begins
12/03/04 and ends 12/31/04 or while distribution supplies last. If you look in
the Happy Meal(R) toy bag and find an Official Silver Toy and a winning game
ticket with true and correct matching verification numbers, then you are a
potential winner of a prize in the "Search for the Silver Game." If you play
without buying something at
McDonald’s(R), just check your game ticket to see if you’re a potential winner.
See Official Rules at Participating McDonald’s restaurants or mcdonalds.com for
information on who can play, how to play without buying something at McDonald’s,
prize descriptions, and complete Game details. Many will play, only 2,500 will
win.

About McDonald’s
McDonald’s is the world’s leading foodservice retailer, with more than 30,000
restaurants serving 46 million people each day in 121 countries. 
Approximately 80 percent of McDonald’s U.S. restaurants are owned and operated
by independent local businessmen and women.

About SEGA
SEGA(R) of America, Inc. is the American arm of Tokyo, Japan-based SEGA
Corporation, a worldwide leader in interactive entertainment both inside and
outside the home. The company develops, publishes and distributes interactive
entertainment software products for a variety of hardware platforms including
PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony
Computer Entertainment Inc. SEGA of America’s Web site is located at
http://www.sega.com/usa

SOURCE McDonald’s Corporation
Web Site: http://www.mcdonalds.com 
http://www.sega.com/sonic
http://www.sega.com/usa
Photo Notes:
http://www.newscom.com/cgi-bin/prnh/19990916/MCDLOGO

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