McDonald's is Set to Celebrate Lunar New Year in the Spatial Metaverse
The latest activation by McDonald's in Spatial will allow fans across the globe to celebrate the Year of the Rabbit in a whole new way.
What's coming up in McDonald's annual CNY celebration on Spatial
Renowned American fast food chain McDonald's is set to celebrate Lunar New Year in the Spatial metaverse! This activation is developed in partnership with Karen X Cheng, an award-winning director known for her augmented reality videos and A-list celebrity collaborations.
Through this partnership, the San Francisco-based artist has produced a themed artificial intelligence-powered TV commercial, a VR experience, and an AR filter, allowing everyone to experience Year of the Rabbit in a whole new way.
McDonald's virtual world, now live in Spatial, is a perfect blend of Asian influences with futuristic elements. The immersive experience is accessible through any connected device. Visitors can find 3D sculptures of twelve Chinese zodiac animals, VR experiences, and various artwork displays by the Asian Pacific American community. It will also feature two special events, which include a Lunar New Year party on January 31st and an evening talk with the avatar version of Karen X Cheng on February 2nd.
As mentioned, this partnership also includes an AR filter that depicts the transition from the Year of the Tiger (2022) into the Year of the Rabbit (2023). This Instagram filter is free for anyone to test, and the link to it is a QR code hidden in a McDonald's TV commercial below.
"Our collaboration with Karen X Cheng offers new, tech-forward ways to experience the Year of the Rabbit while also honoring the legacy of the holiday and uplifting the AAPI community," said Elizabeth Campbell, McDonald's Senior Director of Cultural Engagement Strategy.
"The Golden Arches is proud to kickstart the new year with an interactive campaign that invites our fans to become active participants in a global cultural celebration."
Last year, McDonald's USA joined forces with fashion designer Humberto Leon to host a similar activation on Spatial. Fans across the globe could experience the Chinese New Year festival and receive horoscope readings that gave foresight into their year ahead.