In 2022, “Camp McDonald’s,” a “reimagined” digital version of organized summer fun geared toward Gen Z customers, was unveiled to promote McDonald’s loyalty app.
The collaboration with musician Kid Cudi was billed as 27 days of daily programs where fans could engage with promotions, merch, and more.
“It was an acquisition program, and it encouraged 2 million customers onto the app. But if you talk to people who experienced it, they wouldn’t say they were ‘acquired.’ Instead, they engaged with a monthlong experience,” Hassan told ADWEEK after the launch. “When we talk about marketing at McDonald’s, we don’t separate brand or performance—we talk about brand performance. That was a perfect example of this in action.”
2022: ‘Szechuan Sauce Drop’ (Wieden+Kennedy NY)
McDonald’s midnight drop on social media heralding the revival of its elusive Szechuan Sauce proved the brand’s other secret sauce: its social media and loyalty marketing strategies.
The 2022 campaign for the return of the popular condiment, which previously available in 2018, mimicked the communication style of a trendy sneaker drop rather than a traditional marketing push. Consumers could only nab the sauce via the chain’s mobile app. Rather than blasting out messages, McDonald’s provided one-to-one responses to consumers in a personal tone of voice.
The Szechuan Sauce Drop built buzz, won over fans, and boosted the brand’s digital reach.
2023-2024: ‘The Grimace Effect’ (Wieden+Kennedy NY)
In these uncertain times, Grimace became the hero that the world didn’t know it needed. In 2023, McDonald’s furry purple mascot became TikTok famous after the brand ran a nostalgic campaign celebrating the character’s birthday. Fans embraced the lovable blob, while the limited-edition Grimace Shake went viral. McDonald’s CEO Chris Kempczinski later credited “the Grimace effect” for boosting sales.
