McDonald's & 88rising, a leading global Asian artist collective, are partnering to give people a Golden Start experience to the Lunar New Year. To ring in the Year of the Ox, the partners are kicking off a Dumbfoundead content series and ending the celebrations with an exclusive virtual Masiwei concert that can only be experienced through the McDonald's app.
On February 8th, there will be branded red envelopes that can be found on the 88rising Night Market online store to share good fortune. On the same day, a mini-series will be debuting on IGTV featuring Korean American hip-hop artist and actor Dumbfoundead. When fans tune in through the McDonald's app a few days later, they will be the first to hear songs from Masiwei's upcoming solo album titled Dark Horse.
Why This Trend Is Growing
- Virtual Concerts
- Opportunity for companies to partner with musicians and artists to offer exclusive in-app concerts.
- Branded Celebrations
- Incorporating cultural celebrations into branding and marketing strategies for a more personalized customer experience.
- Content Series
- Creating mini-series with popular artists and influencers to promote products or services through social media.
Industries Being Reshaped
- Fast Food
- Opportunity to engage customers and increase loyalty through in-app exclusive offers, concerts and celebrations.
- Music
- Opportunity to collaborate with brands and engage audiences in new and innovative ways such as in-app concerts and social media content series.
- Ecommerce
- Opportunity to incorporate cultural celebrations and branded merchandise into e-commerce stores to offer more personalized customer experiences.
