McDonald’s partners with tms and Sony for the “Spider-Man Brand New Day Exclusively in Theaters Meal”
tms has partnered with McDonald’s once again to create a new meal that rewards everyday superheroes with a collectible pick me up for the “Spider-Man Brand New Day Exclusively in Theaters Meal”.
The campaign targets Gen Z by reflecting Spider-Man’s transition into adulthood – as Peter Parker leaves behind his teenage years to take on life as a full-time hero, he mirrors a generation learning to navigate their day job and everyday life.
The new meal comes with one of four collectible toys, complete with an immersive retail experience. tms designed and sourced the collectibles to depict Spider-Man clocking off on the iconic Golden Arches of McDonald’s, hanging from his webs, or even relaxing in a hammock – the poses were exclusively designed in collaboration with Sony. tms designed and sourced the accompanying packaging that is available in select global markets to reflect the tone and action of the new movie with a bundle box, burger clam shell, cold cup, and takeout bag.
To extend the campaign beyond the meal, fans can also redeem points for merchandise like Spider-Man branded bucket hats, socks, t-shirts, mugs, and towels – available only in select markets.
We’re excited to promote the premiere of the Spider-Man 4 movie with an integrated retail campaign that appeals to Gen Z and extends the experience outside of the restaurant in ways like the licensed book. By leveraging the global appeal of the Spider-Man franchise, we’re captivating a whole new fandom to engage with McDonald’s in a memorable way.
To guide hungry fans to the new meal, tms created a full retail kit including banners, drive through reader board graphics, window posters, and more.
Juliette Aroun, Senior Account Director at tms, said: “We know that culturally relevant collectibles and major brand partnerships resonate with Gen Z which is why we’re excited to see the meal launch over the summer. It’s been great collaborating with Sony and McDonald’s to bring this iconic and unique campaign to life.”
The “Spider-Man Brand New Day Exclusively in Theaters Meal” runs in select markets across Europe and the Middle East beginning in July. The meal is running in tandem with the Spider-Man Brand New Day Happy Meal™ geared towards younger audiences – consisting of a 12 toy lineup and an engaging in-app digital experience running in over 80 markets.
Learn how tms leverages our expertise across retail experience, product, and packaging to support the end-to-end development of McDonald’s other integrated campaigns like the Minecraft Movie Meal by reading our case study.
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