Yellow is the order of the day, says Minions for McDonald’s
Some movie sponsorships give the brand an association and a sponsor’s logo sign-off. But only the most imaginative ones take it to a new level of story integration to give the brand a best-selling uplift.
The Opportunity
Summer. It’s fun time, it’s chill out time, it’s also time for this summer’s most-awaited movie release: Despicable Me 3. Now, how do we turn a movie sponsorship into a best-selling McDonald’s asset?
The Idea
We painted the town (and our McDonald’s restaurants) yellow, literally.
We turned those cute, distinctive, lovable Minions characters into the new order of the day for McDonald’s: Yellow banana soft serve, yellow minion potatos, yellow banana pie, yellow big breakfast, yellow spicy nuggets, even the menu board turned completely yellow! A movie idea became product best-sellers, and everyone’s lovin’ it. The big yellow takeover has begun at McDonald’s.
The Results (1st 10 days and counting…)
Results went bananas!
Comparative year-on-year sales shot through the roof. We saw a positive growth in people coming through our restaurants in spite of the Ramadan fasting period and the school holiday season.
The campaign proved such a big hit, even on social media, our campaign posts on Facebook went viral, from Perth to Pennsylvania, reaching 7 million people all in all of one week.
The magic and fun of McDonald’s is back in Singapore, bigger, better and brighter than ever before.