McDonald's has turned to the internet in a global search for 25 brand "stars" who sum up its "I'm Lovin' it" ethos and who will appear on company packaging worldwide next year.

The fast food giant has called the digital campaign the "first-ever online global casting call" and has launched a website - mcdglobalcasting.com - where the public can submit their entries.

This new campaign will not be promoted with traditional advertising, but instead the food giant's will primarily rely on the word-of-mouth potential of internet communities to spread its message.

Mary Dillon, the McDonald's global chief marketing officer, said that the company was aiming to use "technology in a new approach" to "connect with consumers".

To participate, members of the public have to submit a personal story about what they love in 100 words and a digital photograph to capture the essence of their story. Images of the selected "stars" will appear on cups and bags in-store at restaurants worldwide next year.

While McDonald's is encouraging people of all ages to apply, minors must have a parent submit information on their behalf.

Last month health campaigners warned that fast food companies were turning to the internet as advertising rules tighten.

McDonald's introduced its "I'm lovin' it" theme, packaging and signature tune by Justin Timberlake in 2004 in a move to revitalise the brand.

Since then athletes including Serena Williams and Chinese basketball star Yao Ming have appeared on McDonald's packaging.

Cups and bags also feature images of people doing things such as listening to music, playing football and reading to their children.

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