McDonald’s announces Festival Tour with immersive McNuggets experience

McDonald’s is announcing its festival tour. Now in its fourth year, McDonald’s enlisted partnerships and experiences agency, Fuse, with re-imagining its Summer Festival Tour and generating brand love with 16-24 year-olds in an authentic way that keeps the product at its heart.

Over the past three years, McDonald’s has served over 88,000 McFlurrys across its Festival Tours. This year it will be serving up a new menu item to festival-goers: McNuggets! These tasty morsels are bound to draw in the crowds, so Fuse worked with McDonald’s to create an immersive McNuggets experience for customers while they wait; including a McNuggets maze, AR McNuggets lenses and a 360-spinning photo experience.

The epic activation will tour across some of the UK’s biggest festivals including Wireless, TRNSMT, Y Not?, Reading and Sundown. The festival tour will be supported by a content partnership with MTV and the experience will be amplified beyond the festival field with influencer appearances, festival ticket giveaways and more, shared across social media.

Hannah Pain, senior brand manager, McDonald’s said, “Younger festival goers cherish experiences over material things, so an immersive activation like the McNuggets Sharebox experience is sure to drive brand love for McDonald’s.”

Louise Johnson, CEO, Fuse said, “McDonald’s is really pushing its boundaries by adopting non-traditional media campaigns to engage with a younger audience. We’re excited to make an even bigger impact on the festival scene with the McNuggets experience this year.”