McDonald’s is keen to capture the millennial and the even younger Generation Z breakfast market, apparently, as the company confirmed with Eater plans to host a morning dance party at 6 a.m. in Downtown Los Angeles on Thursday. The free event features music by DJ Manila Killa, and is open to the public.
That’s right: A free weekday dance party for 450 people, all based around McDonald’s breakfast.
The so-called Rise N’ Rave first popped up on several dance and EDM music sites this week, advertising itself as a free-to-the-public party for anyone over 18. However, potential daytime dancers who arrive with a receipt showing purchase of one of McDonald’s newer Triple Breakfast Stack sandwiches will be given priority access and, allegedly, space inside a VIP area that may also include some swag.
Of course, this is far from the first time a brand has tried to appeal to a younger demographic using food and live events. A series of one-off pop-ups and faux “museums” have been using variations on the long-held advertising tactic since forever, most notably Netflix and its Gilmore Girls coffee shops across the country. A while back the NHL even got in on the action by hosting a recreation of a fake hockey-themed restaurant from the Wayne’s World universe.
The free Rise N’ Rave McDonald’s event goes down on Thursday morning from 6 a.m. to 8 a.m. at the Globe Theater on Broadway. Interested potential attendees can also RSVP on Facebook.