Dive Brief:

• McDonald's revealed the details of its menu collaboration with K-pop group BTS, which will be supported by dynamic in-app content, a merchandise line and national TV advertising, according to a press release. The partnership was first teased in mid-April.
• At 7 p.m. EDT Wednesday, the burger chain and BTS will drop a capsule collection via the Weverse Shop app that includes hoodies, purple bathrobes, socks and sandals. The items are themed around BTS's preferred meal order of 10-piece Chicken McNuggets, medium fries and a medium Coke, along with sweet chili and Cajun dipping sauces inspired by recipes from McDonald's South Korea.
• McDonald's flipped its social media logo to a purple hue and for the next month will run weekly BTS content on its mobile app to extend engagement with fans. A national TV spot featuring the group's latest single, "Butter," will hit the airwaves Wednesday night.

Dive Insight:

McDonald's is expanding the scope of the marketing behind its latest artist menu collaboration, aiming to bring more BTS fans to its mobile app over a longer period. The brand hopes that by doling out exclusive digital content centered on the band over the next four weeks, it can draw repeat visits to a channel that has become critical to business during the pandemic, which has driven up consumer demand for contactless ordering and delivery.

The campaign overall puts a large focus on mobile through the partnership with Weverse Shop, a platform dedicated to selling fan merchandise. McDonald's customers interested in accessing the BTS apparel line must download the Weverse app and create an account ahead of the official drop later tonight. The collection melds signature BTS colors, including purple, with McDonald's red-and-gold motifs, and plays with the brand's classic items with a fry box logo featuring seven fries representing each BTS member.

u???? believe it, the #BTSMeal is here pic.twitter.com/hiP05IU8eq

— McDonald’s⁷ (@McDonalds) May 26, 2021

McDonald's has been hyping the BTS custom menu for over a month in a bid to generate buzz with the K-pop group’s passionate fan base. BTS followers have become emblematic of online "stan" culture, where super fans leverage social media and other online channels to incessantly promote and defend their preferred artists. BTS has been the most-tweeted-about band on Twitter for four consecutive years, according to a survey conducted by the platform, and the self-proclaimed BTS Army wears its wide reach as a badge of pride.

More ambitious marketing around the BTS tie-up suggests McDonald's recent menu collaborations with popular musicians have paid off. The brand last year partnered with Travis Scott and J Balvin on similar campaigns themed around the artists' favorite meals, a strategy that appeared to result in a boost in sales.

The BTS meal will be available to order across McDonald's sales channels, including its app, drive-thru, McDelivery and in-store options, through June 20.