Partnership:

McDonald's and Karen X Cheng

Description:

The Golden Arches was hopping into the Year of the Rabbit by partnering with award-winning, viral digital content creator Karen X Cheng to launch an interactive Lunar New Year campaign meeting brand fans where they are – in culture, technology and even the metaverse. The collaboration included creative designs by Cheng, an experiential AR filter, an immersive metaverse experience, and even a commercial of the future using AI technology. Cheng, a longtime brand fan, was excited to bring her heritage and that of the AAPI community to life in an innovative way with McDonald's. Fans could join in on the fun via www.McDLunarNewYear.com.

Regarded as one of the most influential digital creators in the world, Karen was known for her whimsical viral videos and collaborations with A-list celebrities, which have amassed over 500 million views. The partnership with McDonald's marked the San Francisco-based artist's first brand partnership recognizing and celebrating her Chinese American heritage.

Elements included:

  • Augmented reality (AR) filter - Available on Instagram, the filter let brand fans experience the transition from the Year of the Tiger (2022) to the Year of the Rabbit (2023) through a breathtaking 3D illusion.
  • Metaverse Experience - Imagine what a Lunar New Year celebration might look like in the future, the virtual space blends traditional Asian influences with futuristic elements, including 3D sculptures of the 12 Chinese zodiac animals. Hosted on Spatial and accessible through any connected device, the experience allowed brand fans to ring in the holiday with guests from around the world and attend special events -- including a Year of the Rabbit celebration (Jan 25) and an evening with the artist (Feb 2) -- that featured Karen in avatar form.
  • AI-powered television commercial - Inspired by Karen's childhood memories of Lunar New Year, the ad spot is one of the first to incorporate NeRF (neural radiance fields) technology, which utilized artificial intelligence to create a 3D scene. Viewers are invited to scan an on-screen QR code to experience the artwork featured in the commercial as an interactive AR filter.

Partnership Opportunity:
McDonald's/Dining
Partner/Category:
Karen X Cheng /
Timing:
January 1st Quarter 2023
Target:
Male
Female
Family
Adults
Promotional Elements:
AR / VR
Branded Content
In-Store / Retail
Media Elements:
Influencers / Brand Ambassadors
Mobile
Online
Social Media
TV Spot
Created On:
2023-01-12
Last Modified on:
2023-01-18
Companies Involved
Tuck

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