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CNN Live Sunday

McDonald's Giveaway Contest Confusing to Some

Aired September 02, 2001 - 16:22   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
DONNA KELLEY, CNN ANCHOR: After a recent scandal ruined a popular fast food sweepstakes, McDonald's says it's ready to try again, but the rules of their new contest are confusing some people. CNN's Brian Palmer has more.

(BEGIN VIDEOTAPE)

BRIAN PALMER, CNN CORRESPONDENT (voice-over): You would not know it from looking around at stores, but McDonald's will hand out a total of $10 million to 55 people in a instant giveaway that started Thursday.

PETER SAMAHA, FRANCHISE OWNER: A person could be standing in line, you could be in our drive-throughs, you could be sitting down eating, and somebody just goes by, taps you on the shoulder.

PALMER: Just days after McDonald's announced an employee from an outside company had rigged an earlier sweepstakes, swiping more than $13 million, McDonald's CEO announced this giveaway.

JACK GREENBERG, CEO, MCDONALD'S: McDonald's is committed to giving our customers a chance to win every dollar that has been stolen by this criminal ring.

PALMER: Public relations consultant Ken Sunshine says the giveaway is an attempt to restore the company's image.

KEN SUNSHINE, SUNSHINE CONSULTANTS: It's definitely damage control. I'm sort of shocked at how amateurish it seems. It has been done too quickly, almost in desperation.

PALMER: McDonald's has not publicized the giveaway nearly as heavily as past contests, saying it's about giving back to customers, not boosting business. But the lack of information has created confusion.

(on camera): McDonald's employees we spoke to seem to be unclear of the details of the giveaway. Customers seem to be in the dark too.

UNIDENTIFIED FEMALE: I have not heard anything really.

UNIDENTIFIED MALE: I don't see anything. I am still broke.

PALMER (voice-over): Jackie Rowhouse (ph) of Los Angeles heard about the earlier scandal.

PALMER (on camera): You did not hear anything about the recent promotion?

JACKIE ROWHOUSE, LOS ANGELES RESIDENT: No, I have not.

PALMER (voice-over): Brian Lenarden (ph), visiting New York from Rochelle, Illinois, actually read a flyer explaining the giveaway.

BRIAN LENARDEN, ILLINOIS RESIDENT: But even after you read the rules, it still made no sense.

SUNSHINE: I don't know what happens in the rest of the world, but in New York you don't tap anonymous people on the shoulder. The tapper may get it right in the teeth.

PALMER (voice-over): Pressed for more information about how the selection process works, the New York area spokesperson says three outside firms hired by McDonald's are running the show.

UNIDENTIFIED MALE: How they decide to pick the person is up to the organization.

PALMER: McDonald's says it will release more details about the giveaway once the winners are selected, and investigated to determine they have no ties to McDonald's or the firms running the contest. But the company will not say how much information they will make public.

Brian Palmer, CNN, New York.

(END VIDEOTAPE)

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