I don't know much about the Kung Fu Panda franchise. While I've heard the original was enjoyable, the only thing I've actually seen was a very charming Christmas special. I was aware that a third movie was in theaters but I was still very surprised when I went to my local Chinese restaurant and wound up with Kung Fu Panda fortune cookies.
Such simple marketing and it was done perfectly. A takeout order of shrimp fried rice is certainly a more appropriate tie-in than a cheese burger at one of the big chains. It works because of how big a surprise it was too. How often do you see anything different on takeout packaging. Honestly it made me laugh. In fact I said to my co-worker that I hoped my fortune would be something like blatant like, "Go see Kung Fu Panda 3, in theaters now!". I didn't really expect that actual fortune to be movie related though.
Turns out it totally was! Really there is only so much more I can write about a fortune cookie. I thought the whole thing was a cute, unexpected promotion.