Musical brand

McDonald’s takes brand fans on an in-app ‘summer camp’

Most cell phone users know the drill: you open your lock screen and your thumb seems to move on its own to one of the five most frequently used apps, whether it’s e- emails, messaging, streaming or social networks. Well, McDonald’s is hoping to earn points in the big “Thumb Wars” app with its special summer “getaway” consisting of 27 consecutive days of food deals, menu hacks, musical performances and limited-edition merch. Activation, which ends July 31, is accessible through the restaurant chain’s mobile app and requires a minimum in-app purchase of $1.00 to participate.

Businesses more broadly, and across industries, are turning to immersive activations to reward and engage their audiences in virtual spaces. Whether it’s social experiences, digital item deliveries, or even playable versions of IPs and assets, retailers and brands are increasingly meeting and expanding their audiences where they already are: in the app and online.

On Thursdays in July, Camp McDonald’s will focus on merchandise releases, including collaborations with Free and easy, Ma®ket, innisfree and Kid Cudi. Sundays will be all about virtual in-app performances featuring artists like Kid Cudi and black bear, while the days in between will offer a selection of free, special and discounted menu items. As he descended to a bumpy start, Camp McDonald’s is expected to last longer than other retailer events. The virtual experience is designed to attract traffic during the slow summer months and glean customer insights through in-app behavior to build better connections and loyalty, while driving attention and spending.


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