Global fast-food franchise McDonald’s is taking advantage of its global brand recognition with its new “As Featured In” meal, starting with the chain’s appearance in season two of Disney Plus’ Loki.

The core of the promotion is allowing customers to order the meal, which offers a choice of a 10-piece Chicken McNuggets, Big Mac or Quarter Pounder, accompanied by a medium fries, drink and Loki-branded package of sweet and sour sauce. McDonald’s has popped up in entertainment for decades, including in such movies as The Fifth Element, Reality Bites, I’m Not Rappaport, The Fast and the Furious: Tokyo Drift, or in TV series such as Seinfeld.

Starting August 14, the meal will be available in more than 100 countries across the globe. It also will offer exclusive experiences, custom merch and never-before-seen content.

“It’s not only our real-life fans who have a go-to order… for decades our favorite movie and TV characters have, too,” said Morgan Flatley, McDonald’s global chief marketing officer and head of new business ventures. “The ‘As Featured In’ Meal is our biggest ‘Famous Order’ yet, celebrating the most memorable McDonald’s references across the world of entertainment.”

Besides the branded sauce, McDonald’s also is teaming with Loki to offer a sneak peek of the series via a themed augmented reality experience on Snapchat. When they scan the sauce lid on Snapchat, they will unlock exclusive content about the series produced by Marvel Studios. New content will be available weekly throughout the season.

McDonald’s also is taking one of its Brooklyn-based restaurants (6620 Bay Parkway) back in time to 1982, which is where Loki (Tom Hiddleston) finds Sylvie (Sophia di Martino)—another version of himself and also his true love—while she’s working behind the counter wearing a classic brown McDonald’s uniform. The pop-up will be up and running for three days, starting August 30.

McDonald’s also is partnering with London-based skate-and-streetwear brand Palace, which has featured McDonald’s in its skate videos, to create the Palace McDonald’s line of merchandise. Starting August 14, fans who buy the meal can scan a code to purchase pieces from the collab.

On August 18, Palace will take over the first-ever McDonald’s restaurant in the U.S., located at 10207 Lakewood Blvd., Downey, Calif., to offer a pop-up fashion experience.

Season two of Marvel Studios’ Loki premieres October 6 on Disney Plus.

Tags: brand integration disney plus experimential marketing loki marvel studios mcdonald's


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