McDonald’s takes brand fans to in-app “summer camp”

Most mobile phone users know the drill: you open the lock screen and your thumb seems to automatically move to one of perhaps the five most frequently used apps – be it email, messaging, streaming, or social media. Well, McDonald’s is hoping to win some points in the big app “thumb wars” with its special summer “getaway” of 27 consecutive days of food deals, tablet hacks, musical performances and limited-edition merchandise drops. The activation, which runs through July 31, is accessible through the restaurant chain’s mobile app and requires a minimum $1.00 in-app purchase to participate.

Companies more broadly and across industries are turning to immersive activities to reward and engage their audiences in virtual spaces. Whether through social experiences, digital drops, or even playable versions of IP and assets, retailers and brands are increasingly meeting and growing audiences where they already are: in-app and online.

On Thursdays throughout July, McDonald’s Camp will focus on the release of merchandise, including collaborations with Free & Easy, Ma®ket, innisfree and Cudi’s kid. Sundays will be dedicated to virtual in-app performances featuring the likes of Kid Cudi and black bearwhile the day will offer a selection of free, special and discounted menus. While he ran to bumpy startMcDonald’s camps are organized to run longer than other retail events. The virtual experience is designed to drive traffic through the slow summer months and leverage customer data through in-app behavior to build greater relationships and gain loyalty, all while winning over spending hearts.

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For more information on integrating customer data into your brand experience, purchase and download the PSFK iQ report; Customer Data Integration Strategy.

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