Japan's McDonald's has announced its first collaboration with the iconic anime "Neon Genesis Evangelion" as part of its 2024 promotional campaign. The collaboration's premiere will see McDonald's popular items transformed through collectible figures featuring the beloved mechs from the anime series.
Starting on January 20, 2025, McDonald's will offer the "McDonald's × Evangelion Value Set Figurines," which consists of three limited-edition figures. Each figure is modeled after popular menu items: the Big Mac is represented as the Evangelion Unit-01, the French fries as Unit-02, and the milkshake as Unit-00. These collectible items will be available at a price of 3,900 yen ($35).
To secure these exclusive items, customers must enter a lottery system available through the McDonald's official app. The application period for the lottery will run from December 19, 2024, at 2:00 PM to January 10, 2025, at 11:59 PM. Participants can apply for one set only.
Winners will have the opportunity to purchase their items at designated McDonald's locations from January 20 through January 26, coinciding with the store's respective opening hours. With many fans anticipating the collaboration, the quantity is limited to maintain exclusivity.
On December 24, McDonald's plans to roll out new TV commercials featuring the transformational figures, which draw inspiration from the memorable scenes of the anime series. The advertisements promise to highlight the "miraculous collaboration" between McDonald's and Evangelion.
This partnership marks 30 years since the original broadcast of "Neon Genesis Evangelion," and it anticipates strong fan engagement from both the culinary and anime communities. McDonald's is excited not only to present this nostalgic campaign but also promises future collaborations to excite their customers.
The specifics of the second phase of the collaboration are set to be revealed on December 26, where McDonald's intends to deliver its culinary offerings with the narrative spirit of Evangelion, ensuring fans have something to look forward to.
"We aim to deliver the world of Neon Genesis Evangelion, not just through toys but through taste and experience as well,” said a McDonald's spokesperson. Just like the series captivated audiences with its engaging storytelling, this promotion is expected to engage these same fans through unique promotional products.
Along with the announcement, McDonald's has released promotional videos using clips from the TV series, complete with original voice recordings from key characters. Notable voice actors from the series, including Megumi Hayashibara (Rei Ayanami) and Shinji's voice actor, will lend their voices to this promotional campaign for added authenticity, sparking nostalgia among long-time fans.
Franchise fans are already abuzz with excitement, and the collaboration is set to deepen the strong relationship between pop culture and fast food. Fans of Evangelion are encouraged to act quickly for this once-in-a-lifetime opportunity to create their own piece of anime history, neatly packaged within their favorite McDonald's menu items.
McDonald's continues to innovate with its marketing strategy as it embarks on this venture with one of anime's most celebrated series. The blend of culinary familiarities with culturally significant franchises plays to the strengths of both entities. For McDonald's, it's about maintaining relevance and drawing younger audiences who may not have experienced Evangelion firsthand but are enthusiastic about the wider pop culture it has influenced over the years.