It wasn’t that long ago–1992, to be exact–that McDonald’s was taking heat from some religious and parent organizations for a tie-in promotion with Warner Bros.’ Batman Returns. The question raised was whether the dark film involving kidnapped children was a proper partner for the kid-friendly restaurant chain.
Since then, McDonald’s has signed a long-term, exclusive marketing agreement with Walt Disney that allows it to run promotions with very kid-friendly animated films such as Mulan, currently in release.
But there’s more to the Disney empire than animation, which helps explain McDonald’s latest tie-in promotion involving Armageddon. Distributed by Disney’s Touchstone Pictures unit, the movie is about an asteroid threatening to collide with Earth and end all life as we know it.
TV spots from DDB Needham in Chicago that broke last week (shown here) promote an instant-win game offering McDonald’s customers the chance to win, as the spots describe them, “front-row tickets to the end of the world!” What could be friendlier?
–Scott Hum