McD’s Expands Tie-Ins With Retailers

NEW YORK McDonald’s will partner with Blockbuster and Limited Too in a promotion for its tween-targeted Mighty Kids Meal.

Under the promotion, which began last week, kids can receive coupons for free rentals from Blockbuster when they get a Mighty Kids Meal. The three-month promotion wraps in January.

A national television spot, via Leo Burnett, Chicago, breaks in mid-November bearing the “I’m lovin’ it” tag. The 30-second ad shows kids enjoying themselves at a McDonald’s and then skateboarding home to play video games they rented at Blockbuster. The tie-in will also include point-of-purchase materials and special bags from Frankel in Chicago.

“McDonald’s is targeting the families-with-kids segment. We can deliver very well against this demographic for our partners. That’s our core customer group,” said Lisa Zoellner, vice president of partnership marketing and brand promotion for the Dallas-based Blockbuster.

For fashion-conscious girls, the chain is offering 15 percent, 20 percent and 25 percent discount coupons for purchases at the Limited Too until Dec. 24. A separate 30-second ad from Burnett shows girls eating at McDonald’s and then getting the chance to shop at the store.

The offers will run in conjunction with tie-ins to the Disney films Brother Bear and Haunted Mansion. Bringing in outside retailers as partners is a new trend for the Oak Brook, Ill., fast-food company, which recently teamed with Best Buy on its Monopoly game promotion.