Called "McDonald's Presents Justin Timberlake lovin' it live", the US tour begins next week with five nightclub concerts. The former N'Sync singer will then start his 19-city tour of Europe, which is now to be officially known as the "McDonald's presents Justin Timberlake Justified World Tour and lovin' it live".
In a statement released by McDonald's, Timberlake said: "I love what McDonald's is doing with this new campaign and it's cool to be part of it. We share the same crowd -- people who like to have fun -- and that's what this new partnership is all about."
The star is also going to meet McDonald's crew and managers who have supported the launch of "I'm lovin' it" in local restaurants, and in activities to support Ronald McDonald House charities.
McDonald's launched the global "I'm lovin' it" campaign, the theme song of which is sung by Timberlake, in September as part of a massive marketing push to reverse declining sales of its burgers and fries. The ad was created by the German agency Heye & Partners.
Other celebrities have also been signed, include the skateboarder Tony Hawk, who is specifically to promote the brand to the youth market, and Oprah Winfrey's personal trainer Bob Greene, who will push healthy meals to adults in the US.
The measures do not just stop at advertising, with McDonald's diversifying its range to include salads, fruit and water; a PR initiative in the UK that will see the public invited to look at what goes on behind the scenes in McDonald's restaurants; and a viral marketing campaign to tell students that it's really not such a bad employer.
Larry Light, McDonald's executive vice-president and global chief marketing officer, said: "By appearing in our new commercials and singing our new theme line, Justin has already been seen and heard around the world as an exciting part of our new brand campaign."
He added: "Our partnership will continue to evolve with dynamic surprises that will help connect McDonald's to the world of young adults through music, entertainment, fashion and sports."
The McDonald's presents Justin Timberlake Justified World Tour and lovin' it live will visit the UK, Ireland, Germany, the Netherlands and Italy before winding up in Spain in January next year.
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