Dive Brief:
- McDonald’s is tying fast food purchases into the world of Minecraft in anticipation of the upcoming big screen adaption of the popular sandbox video game, according to a press release.
- Beginning April 1, Happy Meals will come with a scannable code accessing a web game related to “A Minecraft Movie,” along with one of 12 toys inspired by the film. A separate meal aimed at adults features one of six collectibles paired with a matching trading card and code for unlocking an exclusive character skin, as well as a special hot sauce inspired by the in-game underworld The Nether.
- In addition, consumers who purchase the adult meal through the chain’s mobile app will receive a McDonald's Add-On pack in Minecraft that includes McDonaldland mascots and other tools. The partnership looks to capitalize on an existing intersection of fandoms between the game and restaurant brand.
Dive Insight:
Minecraft has become an enduring cultural phenomenon since its launch in 2009, with an upcoming film adaptation presenting marketers like McDonald’s the opportunity to tap into a fervent fandom that straddles the Gen Z-millennial divide. Those who purchase the tie-in meals can access in-game versions of McDonald’s mascots, as well as exclusive skins and other perks. The promotion could help the Golden Arches owner drive transactions through channels like its mobile app as it tries to bounce back from a challenging sales period.
“When approaching any partnership, we look for the authentic role our brand can play in it. McDonald’s fans had already created a presence in the Minecraft game long before the opportunity to partner with the new film,” said Jennifer Healan, McDonald’s vice president of U.S. marketing, brand, content and culture, in a press statement. “What’s special about this campaign is that every component will feel recognizable to both fan bases — a true merging of the McDonald’s and Minecraft universes.”
Minecraft, distinctive for its ultra-blocky look, is a mixture of a survival simulator and virtual crafting experience, albeit through a kid-friendly lens. Players mine terrain for resources to construct lodgings, weapons and gear to weather a world populated with nighttime dangers like hordes of zombies and Creepers, sinister green monsters that explode when nearby. “A Minecraft Movie” lands in theaters on April 4.
A new ad shows “blockified” versions of McDonald’s icons like Grimace and the Hamburglar as they step through a portal into Minecraft and participate in such activities. Collectibles packaged with the adult “A Minecraft Movie” Meal bridge the two franchises, with offerings like a Zombie Hamburglar and Grimace Egg. A separate 30-second spot promoting the Minecraft Happy Meal is more centered on the movie, showing a kid as he forges his own supplies to an audience of CGI animals lifted from the screen adaptation starring Jack Black. Wieden + Kennedy is McDonald’s U.S. creative agency.
McDonald’s saw U.S. comparable sales, a key measure of restaurant health, decline 1.4% year over year in Q4 2024. The metric was down 0.2% on the full year, which was marked by consumer spending pullbacks due to price sensitivity and a public health crisis related to an E. coli outbreak. McDonald’s has made boosting loyalty and driving more digital traffic top mandates as it seeks a turnaround.
