It wouldn’t be summer without blockbuster movies, and restaurant chains are betting big on marketing tie-ins with this season’s flicks.
McDonald’s Corp. launched Thursday a global promotion tied to the July 10 U.S. release of the latest installment in the “Despicable Me” film franchise.
“Minions,” a film by Universal Pictures and Illumination Entertainment, is actually a prequel that goes back to the dawn of time and the evolution of Minions — playful, not-so-evil sidekicks that must serve despicable masters to survive.
Minions, apparently, also make excellent Happy Meal toys, which is part of a promotion that launched Thursday in North America.
McDonald’s restaurants around the world will also promote menu items that include bananas — Minions’ favorite food — such as low-fat Strawberry-Banana Go-Gurts available in the U.S., fresh bananas for a limited time in Australia, a Banana Chocolate McFlurry in Asia and the Middle East, and banana milkshakes in Austria. In Brazil, restaurants will serve Minion-shaped potato cakes.
In Chicago, the iconic “Rock and Roll McDonald’s” restaurant has been “Minionized,” with decals giving the impression of a total Minion takeover.
On social media, Minions are taking over McDonald’s Twitter, Instagram, Facebook and YouTube channels with posts and prankster videos, like this one in the U.S.
Starting July 7, U.S. customers can play the “Minion Mania at McDonald’s” game, with a chance to win free menu items, trips to Universal Theme Park, movie downloads or tickets by buying select items, like an Egg McMuffin, Big Mac or Chicken McNuggets. A code entered online could allow someone to win $250,000.
The promotion marks McDonald’s second dip into the Minion world. The chain did a movie tie in in 2013 with the second film in the series, “Despicable Me 2,” which generated more than $970 million in worldwide box office sales, according to Box Office Mojo.
Last month, Subway premiered an ad campaign tied to the Disney Pixar blockbuster “Inside Out,” an animated film that critics are already calling Academy Award material. The film, which debuted June 19, had a record $90.4 million opening.
Subway’s ad included custom animation and voiceovers by the talent from the film, including Amy Poehler, Mindy Kaling, Bill Hader, Phyllis Smith and Lewis Black.
The chain is also featuring memory games and “build-your-own toys” on Subway Fresh Fit for Kids bags. It’s the eighth collaboration with Disney Pixar for Subway, which also featured promotions tied to the movies “Wreck-It Ralph,” “Frankenweenie,” “Maleficent,” “Muppets Most Wanted,” “Frozen,” “Monster’s U” and “Brave.”
At Denny’s, it’s all about “Fantastic Four,” by 20th Century Fox, scheduled to debut in theaters on Aug. 7.
The Spartanburg, S.C.-based family-dining chain is featuring a “Slamtastic 4” menu for a limited time with “action-packed fare” inspired by the Marvel superheroes, including dishes like the sizzling Human Torch Skillet, The Thing Burger and the Invisible Woman Slam.
The menu also includes the Fantastic Four-Cheese Omelette and a Fantastic Four-Fruit Smoothie.
The chain is offering a sweepstakes for a trip for two to the movie premier on Aug. 4, and dedicated TV spots are scheduled to begin airing the week of July 6.
Denny’s will post exclusive clips on Instagram, and the chain’s Web series “The Grand Slams” will include two “Fantastic Four” episodes that began airing July 1.
“As America’s diner, we are known for our ‘come as you are’ atmosphere that welcomes and embraces guests from all walks of life, even superheroes,” John Dillon, Denny’s senior vice president and chief marketing officer, said in a statement. “We are thrilled to partner with 20th Century Fox to combine the high-powered spirit of the ‘Fantastic Four’ movie with our classic diner atmosphere for an epic experience that offers something for everyone.”
Meanwhile, Red Robin Gourmet Burgers is promoting a tie-in with “Terminator Genisys” by Paramount Pictures and Skydance Productions, which was released on July 1.
Through Aug. 23, Red Robin hopes customers will say, “I’ll be back” for the limited-time Genisys Burger topped with roasted jalapenos, pepper Jack cheese, shredded romaine, bacon, tomatoes, avocado and jalapeno aioli on a jalapeno-cornmeal bun.
Also on the “Terminator” menu is the Blue Haze cocktail, a tiki glass filled with Captain Morgan spiced rum, blue Curaçao, pineapple juice, agave nectar, and a lemon squeeze, with a strategically placed cherry to mimic the Terminator’s red eye.
Customers can receive a free movie ticket with the purchase of a $25 limited-edition Red Robin gift card, and each week for the first month the movie is in theaters, the chain will select a winner of free Red Robin burgers for a year.
Red Robin is also encouraging customers to share photos of themselves eating a Genisys Burger on Twitter and Instagram with the hashtag #RRillbeback.
Red Robin also created a GIF of “Terminator Vision” that features the brand’s spokeswoman Melanie having lunch with T-800, a character from the film. Fans can use their phones or a keyboard to see Melanie through T-800’s eyes.
Enjoying The GENISYS Burger with The T800 at Red Robin! #rrillbeback #genisysburger #redrobin #terminatorgenisys pic.twitter.com/BrUm7AGMm6
— jake roxas (@jakeroxas001) June 29, 2015
Who knew a lethal robot could have such a sense of humor?
Contact Lisa Jennings at [email protected].
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