McDonald’s AR Lunar New Year Campaign Launched

AR filters, NeRF technology and VR come together for a futuristic McDonald’s AAPI campaign.

As part of its commitment to serving communities and celebrating culture, McDonald’s celebrates major cultural events such as Lunar New Year, Asian Pacific American Heritage Month, Mid-Autumn Festival and Diwali.

To celebrate the Year of the Rabbit, McDonald’s is partnering with Karen X Cheng, a viral content creator known for her innovative creative designs. official release. The company behind those popular fries and Big Macs aims to connect with its consumers through an immersive metaverse experience and a cool augmented reality (AR) filter.

As a longtime fan of the Golden Arches, Cheng is excited to celebrate the rich culture and heritage of Asian Americans through this campaign.

Best known for his amazing viral videos that have garnered over 500 million views, Cheng is also a talented digital creator known for his collaborations with notable celebrities. Through his passion for storytelling and innovation, Cheng has landed himself on prestigious lists such as Inc.’s 30 Under 30 and Adweek’s Creative 100.

Here are some of his most popular videos after a year he learns to dance, created the first artificial intelligence magazine coverand making a VR dance video for the metaverse. This partnership between him and McDonald’s marks Cheng’s first official brand partnership.

“It’s a dream come true to team up with McDonald’s to create a campaign that draws not only on my passion as a creator, but also on my cultural identity,” Cheng said in an official press release. “As a longtime fan of the Golden Arches, I am honored to be provided with a creative canvas that allows me to share my personal story and showcase my expression of the holiday to a larger audience.”

Elizabeth Campbell, McDonald’s Senior Director of Corporate Engagement Strategy, said the brand wants to connect with its fans at the intersection of culture and innovation. “Our collaboration with Karen X Cheng offers new, technologically forward ways to experience the Year of the Rabbit while honoring the holiday’s heritage and uplifting the AAPI community. The Golden Arches is proud to kick off the new year with an interactive campaign that invites our fans to become active participants in a global cultural celebration,” said Campbell.

McDonald’s is marking the start of the new year with an engaging digital campaign that encourages its fans to participate in important global holidays, which are critical to the company’s global mission.

campaign conceptualized by IW Group, aims to celebrate the spirit of the Lunar New Year and encourage people to embrace traditional and non-traditional ways of celebrating the holiday. The campaign also features various interactive elements and an immersive metaverse experience.

Nita Song, president and CEO of IW Group, said the company wants to use the latest technology to enhance the experience for its fans. “Building on last year’s Lunar New Year campaign The flagship event of the Golden Arches At metaverse, our goal was to use cutting-edge technology to elevate virtual and interactive experiences for brand fans.

What awaits you with McDonald’s “Year of the Rabbit” campaign:

Augmented reality (AR) filter – This unique AR Instagram filter lets you experience the transition from the Year of the Tiger (2022) to the Year of the Rabbit (2023) while enjoying incredible 3D visuals.

The Metaverse Experience – Placed on a virtual platform Location and accessible through a VR headset, mobile device, tablet, or computer, this personalized 3D space combines traditional Asian influences with various “futuristic elements,” such as 3D sculptures of the 12 Chinese zodiac signs. The platform will host two special events on January 25 and February 2.

AI powered TV commercialsl – It’s futuristic advertising space It uses NeRF (neural luminance fields) technology to create a 3D scene. You can use your smartphone to scan the QR code on the screen to enjoy the artwork as an interactive AR filter.

Fans can join the fun today This isn’t the first time McDonald’s has created a beautiful virtual experience around culture and heritage. In 2022, the company created the gallery “McDonald’s Hall of Zodiacs: 2022 Lunar New Year by Humberto Leon”. AltspaceVR and in Location. The company also applied 10 trademark applications This will allow you to order food from their menu in the metaverse and have it delivered to your real world home.

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Image credit: McDonald’s USA

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