• Wed
  • Nov 26, 2014
  • Updated: 12:33pm

McDONALD'S $48M MONTH OF BEAGLE MADNESS GOES OUT WITH A BANG

PUBLISHED : Friday, 09 October, 1998, 12:00am
UPDATED : Friday, 09 October, 1998, 12:00am
 

A bumper month of fast food and endless queues closed with a bang as McDonald's let loose Wild West Snoopy in its 147 local branches yesterday.


Sales of the 15cm plastic gun-slinger marked the end of a 28-day campaign estimated to have generated at least $48 million in sales for the restaurant chain.


The promotion saw tens of thousands stand for hours outside outlets to buy $17.80 super-value meals and more than two million $6 Snoopys, dressed in different costumes each day.


Some collectors started queueing 12 hours before outlets opened, while many brought chairs and students brought homework.


Police cordoned off unruly queues, while officers stood watch.


Scuffles and arguments broke out sporadically, arrests were made and one McDonald's store manager was taken to hospital after being punched by an angry customer.


Psychology experts described the response as 'an amazing phenomenon' in which the plastic beagles had taken on a status well beyond their value.


Triumphant Snoopy buyers refused offers of $200 for their $6 trophies, while hobby dealers scoured the SAR to offer complete sets for $1,000.


'It's been very successful,' a McDonald's spokesman said yesterday.


Order forms would be available at branches from today, allowing customers to pay $23.80 for coupons for an extra-value meal and a Snoopy.


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