McDonald's Revamps Summer Promotions with Tighter Disney Link

Strategic Insights -

McDonald's is set to kick off its crucial summer promotional season, a year after the failure of its Campaign 55 discounting program, with a reinvigorated partnership with Walt Disney Co. The burger chain has abandoned its previously scheduled tie-in to Disney's 'Mighty Joe Young' film and will instead promote the Bruce Willis movie 'Armageddon,' with the actor himself involved in the campaign. In another significant move, McDonald's is launching Mulan McNuggets, a Disney-themed twist on its popular Chicken McNuggets, to coincide with the release of Disney's animated feature 'Mulan.'

Key Takeaways:

  • McDonald's has dropped its previously scheduled tie-in to Disney's 'Mighty Joe Young' film and will instead promote the Bruce Willis movie 'Armageddon.'
  • The burger chain will launch Mulan McNuggets, a limited-time offer that ties into Disney's animated feature 'Mulan,' for 17 days.
  • Mr. Willis will be involved in McDonald's promotions for the film, with customers being given a chance to meet him via a contest.
  • McDonald's has increased local radio spending for its summer promotions, with a marketing memo calling for operators to boost spending.
  • The company is searching for a new senior vice-president of marketing to replace Brad Ball, who resigned to join Warner Bros.
  • Frank Stimmler, a three-unit franchisee and member of McDonald's national marketing advisory board, believes the Disney relationship is improving.

Statistics:

  • McDonald's has an estimated 12,380 U.S. restaurants.
  • The limited-time offer of Mulan McNuggets will run for 17 days.
  • The contest to meet Mr. Willis will be part of McDonald's promotions for 'Armageddon.'
  • The marketing memo called for operators to increase local radio spending for the summer promotions.

Sources:

  • Advertising Age, internal marketing memo from Mary Kay Eschbach, director of U.S. media.
  • Crain News Service.