McDonald’s latest collaboration with the highly anticipated Minecraft Movie is a masterclass in co-branded movie marketing. This powerhouse partnership extends beyond Happy Meals to include in-game experiences, exclusive digital rewards, and even SMS engagement, reinforcing the fast-food giant’s presence in the gaming world while fueling hype for the movie.
A Happy Meal worth mining for
McDonald’s has long used Happy Meals as a gateway to brand partnerships, and the Minecraft Movie tie-in is no exception. As a part of the campaign, McDonalds introduced:
A Minecraft movie meal: Customers can choose between a Big Mac or 10-piece Chicken McNuggets, accompanied by medium fries and a drink. Each meal comes with one of six exclusive collectibles inspired by McDonald's characters and Minecraft lore, such as the Grimace Egg or Fry Helmet.
A Minecraft movie Happy Meal: Designed for younger fans, this Happy Meal features one of 12 film-inspired figurines or Block World toys. Each toy includes a scannable code that unlocks an exclusive digital game, allowing players to embark on a quest within the Minecraft Movie world.
Nether flame sauce: As part of the promotion, McDonald's introduces the limited-edition Nether Flame Sauce, a spicy dipping sauce made with red pepper, cayenne, and garlic, available with the Chicken McNuggets meal.
Limited-edition Minecraft Toys: Each Happy Meal includes one of ten collectible figures inspired by iconic Minecraft characters and elements. These range from Steve and Alex to exclusive mobs like the Ender Dragon and Creeper.
Block-Themed Packaging: The Happy Meal box itself is designed to resemble Minecraft blocks, offering an interactive unboxing experience for kids and collectors alike.
Augmented Reality Integration: QR codes on the packaging unlock unique in-game content, such as special skins and virtual building materials.
SMS Engagement: Customers can opt-in to receive exclusive Minecraft-themed challenges via text, rewarding them with McDonald’s deals and in-game bonuses.
Grimace Enters the Minecraft Universe: A special Grimace skin is available for players, complete with his signature purple hue and a pixelated McFlurry. Fans speculate that this crossover may hint at future in-game promotions or even a Grimace-inspired game mode.
Happy Meal promotions have significantly influenced McDonald's sales performance in the U.S. In the fourth quarter of 2022, the introduction of adult Happy Meals, featuring collaborations with popular brands, contributed to a 12.6% increase in same-store sales.
Why we love this: Co-branded movie marketing isn’t new, but McDonald's and Minecraft are executing this collaboration with precision. With McDonald’s global reach of over 40,000 locations in over 100 countries, the brand attracts 69 million customers daily. This massive foot traffic, combined with Minecraft’s dedicated fanbase, ensures constant exposure for the movie. Cross-promotions like Happy Meal tie-ins and in-store branding will directly drive engagement and ticket sales, especially among families.
By leveraging McDonald's marketing power and Minecraft’s popularity, this collaboration creates a multi-platform strategy that boosts visibility across digital and physical channels. McDonald's campaigns reach millions through TV ads, digital promotions, and in-store displays, offering a direct line to moviegoers. With over 100 million kids’ meals sold daily globally, this partnership is poised to create the buzz needed to push the Minecraft Movie’s box office numbers to new heights.
Data dive: See how other movies that leveraged McDonald’s IP performed at the Box Office
For decades, movie franchises have partnered with McDonald's to amplify promotional campaigns and boost both movie visibility and sales.
Below, you’ll find a table that highlights how select movies partnered with McDonald’s for cross-promotion with their Happy Meal toys and the total box office revenue that resulted from their comprehensive marketing plan:
One key trend is how the scale of toy promotions has grown over time, from just one plush toy for E.T. in 1982 to 18 different toys for Minions in 2015. This expansion reflects McDonald's increasing investment in tie-ins with blockbuster films.
Additionally, the correlation between advertising spend and box office success is evident, with larger campaigns—like Star Wars: Episode III in 2005 and Minions in 2015—aligning with higher box office revenues of $848M and $1.16B, respectively.
These partnerships not only drive consumer engagement through collectible toys but also contribute significantly to the financial success of the movies themselves.
Quick hits: Movie marketing news across the industry
BUSINESS STRATEGY 🎬 Disney's Reliance on Sequels and Reboots Raises Investor Concerns (Business Insider)
Disney's recent focus on sequels and reboots, including titles like "Inside Out 2," "Deadpool & Wolverine," and "Moana 2," has led to billion-dollar successes. However, this strategy has raised questions among investors about the company's creative direction and reliance on established franchises. CEO Bob Iger has expressed excitement about upcoming projects, but analysts suggest a need for balancing familiar content with original ideas to maintain long-term growth.
CONSUMER TRENDS 📊 Gen Z Is Putting Off Work to Binge-Watch TV Shows (The Wrap)
A recent survey by Tubi and Harris Poll reveals that 53% of Gen Z respondents have delayed work to finish binge-watching TV shows. Additionally, 52% are reluctant to return to the office, fearing they'll miss streaming during work hours, and 38% admit to streaming content while at their job site. These findings highlight the significant impact of streaming habits on work-life balance among younger audiences.
