Brands started reaching Millennial families with digital “summer camps” during COVID, and the trend is continuing. McDonald’s is expanding their digital growth and reaching Gen Z through a digital summer camp. A part of the fast food chain’s mobile app, Camp McDonald’s is a 27 day program designed to host daily events and special deals featuring menu hacks that let customers “‘build their own’ Apple Pie McFlurry or McFlurry Sandwich” and are “surrounded by app-only music performances by blackbear, Omar Apollo and BIBI, in addition to Kid Cudi.” The camp will also offer exclusive merch from designers like streetwear brand Ma®ket and a “limited edition” Retro Grimace Pool Float. YPulse research shows the majority of Millennial parents feed their kids fast food, and the chain is continuing to stay relevant beyond the Happy Meal for these pro-tech families by expanding into digital efforts. (Adweek)
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