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BIG MAC ATTACK: By a margin of more than 2 to 1, McDonald's price cuts generated greater attention in SPINdex's sample of influential media outlets than Februrary's next biggest event, the PepsiCo-backed marketing blitz behind the re-release of the "Star Wars" trilogy.

Consumer and trade press editors allotted 28,219 words to the McDonald's story and 2 minutes of network news time, for a SPINdex score of 588. "Star Wars" earned a SPINdex of 201.

Ranking a surprising third-ahead of stories like Ford's commercial-free sponsorship of NBC's telecast of "Schindler's List"-was a series of high-profile stories involving Fallon McElligott, Minneapolis.

Fallon's resignation of McDonald's business and its controversial "Miller Time" campaign and Holiday Inn cross-dressing ad earned a SPINdex of 184. Reebok attracted 10 national news stories generating 865 words for naming a new athletic shoe line Incubus, after a mythical creature that, well, sleeps with sleeping women.

Joe Mandese is senior VP of Myers Reports. Mark Weiner is VP of Medialink

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