DALLAS--(BUSINESS WIRE)--Online gaming is in demand. According to the International Game Developers Association, an estimated 100 million people in the U.S. will play a computer game this year alone. Beginning today, Dallas-based Moroch Partners is giving McDonald's® customers the chance to test their gaming skills against a dolphin to see who wants the Filet-O-Fish® sandwich or the limited edition Double Filet-O-Fish® sandwich more. WWW.FILETOFISH.COM is part of comprehensive and integrated multimedia campaign including Spanish and English language television and radio spots, rich-media banner ads, outdoor and point-of-purchase as well as a mobile cell phone component. The campaign will run in 40 U.S. media markets and over 2,800 restaurants.

In an effort to remind customers about a long-time favorite, the McDonald's Filet-O-Fish Sandwich and the limited edition Double Filet-O-Fish Sandwich, Moroch created a web site unlike any other for McDonald's. WWW.FILETOFISH.COM encourages visitors to test their skills in three different games. In "Aquatic Tennis" man and dolphin try to get a Filet-O-Fish past each other; in "Ocean Commotion" you try to balance a Filet-O-Fish on your nose longer than the dolphin, and last year's hit "Sharkbait," returns to enable players to test their abilities to keep the Filet-O-Fish away from a band of hungry sharks.

McDonald's has also partnered with I-play on a mobile component for the campaign. By texting "FOF" to 37438, customers on-the-go can download free wallpapers, ring tones and mobile gaming demos. A Spanish-language platform is available by texting "FOF1" to 37438*.

"Moroch understands how to engage and connect with consumers in their lifestyle," said Rob Boswell, president and COO, Moroch Partners. "The Filet-O-Fish campaign is a great example of reaching consumers across multiple marketing platforms. By partnering with I-Play for the mobile component, we are creating another touch point for consumers to interact with the brand."

About McDonald's

McDonald's USA, LLC is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to millions of customers every day. More than 80 percent of McDonald's 13,700 U.S. restaurants are independently owned and operated by local franchisees. For more information about McDonald's visit www.mcdonalds.com.

About Moroch Partners

Founded in 1981, Moroch is one of the nation's top 20 independent full-service advertising agencies, headquartered in Dallas, Texas with 27 offices throughout the United States and Canada. Clients include McDonald's, Midas, Mission Pharmacal, Mrs. Baird's Bread, Tia Rosa, Uniden, Verizon Wireless, Walt Disney, Twentieth Century Fox, New Line Cinema, Sony, DFW International Airport, KTVT-TV CBS 11, Mattress Giant and many others.

• * Subject to usage of cell phone minutes. Text rate charges apply.
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