In a strategic move to amplify the excitement surrounding the release of F1 The Movie, Apple has partnered with McDonald’s to offer exclusive Formula 1-themed collectibles in select Latin American countries. This collaboration aims to engage fans by merging the thrill of motorsport with the universal appeal of McDonald’s offerings.
Launch of the ‘McMenu F1 The Movie’ Combo
Starting Wednesday, June 25, McDonald’s introduces the limited-time McMenu F1 The Movie combo in countries including Argentina, Brazil, and Mexico. This special promotion celebrates the upcoming film starring Brad Pitt, highlighting McDonald’s role as an official Formula 1 sponsor in the region.
In Brazil, patrons ordering the Bacon Quarter Pounder with Cheese combo can, for an additional R$64.00 (approximately $11.60), acquire one of two exclusive 1:43 scale collectible F1 cars. These models are designed with McDonald’s iconic colors and the branding of APXGP, the fictional racing team featured in F1 The Movie.
Marketing Insights from McDonald’s Brazil
Ilca Sierra, Chief Marketing Officer of McDonald’s Brazil, emphasized the synergy between the brands:
McDonald’s and Formula 1 are brands that span generations, driven by passions that renew each season—whether through memories tied to our brand or the thrill of the track. With the launch of the combo featuring the new Bacon Quarter Pounder and exclusive collectible cars, we want to celebrate that connection with sports fans and collectors, offering an experience that goes beyond the meal. It’s about strengthening bonds, sparking memories, and inspiring new stories around a shared passion.
Immersive Experiences in São Paulo
To further enhance the campaign, McDonald’s and Apple have transformed the Méqui 1000 store on Avenida Paulista in São Paulo into a racetrack-themed venue, complete with F1 flags and an actual race car on display. Additionally, the McDonald’s location at Avenida Henrique Schaumann features a full-size replica of an F1 car and offers a racing simulator for visitors on weekends from June 28 through July 20.
Limited Availability and Regional Expansion
McDonald’s has announced that just over 92,000 units of the miniature cars are available in Brazil, urging enthusiasts to act promptly. While the promotion is confirmed in Argentina and Mexico, inquiries about potential expansions to other countries are ongoing.
Historical Context of McDonald’s and F1 Collaborations
This initiative is not McDonald’s first foray into Formula 1-themed promotions. In 2000, McDonald’s offered a series of toy cars in their Happy Meals, including models of F1 cars, as part of their promotional campaigns. Such collaborations have historically aimed to engage younger audiences and collectors alike, blending the excitement of motorsport with the accessibility of McDonald’s offerings.
Apple’s Engagement with Formula 1
Apple’s involvement in this promotion aligns with its broader engagement in the automotive and entertainment sectors. The company’s interest in automotive technology has been evident since 2014, with reports of the Apple Car project aiming to develop electric vehicles. Additionally, Apple’s production of F1 The Movie starring Brad Pitt underscores its commitment to delivering high-quality content that resonates with global audiences.
Conclusion
The collaboration between Apple and McDonald’s to offer exclusive F1 miniature racing cars in Latin America exemplifies a strategic partnership that leverages the strengths of both brands. By combining the excitement of Formula 1 racing with McDonald’s widespread appeal, this initiative aims to create memorable experiences for fans and collectors, further solidifying the cultural impact of F1 The Movie.
