McDonald’s is set to celebrate Lunar New Year in the metaverse

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In Brief

McDonald’s taps metaverse platform Spatial and award-winning video creator Karen X Cheng to develop virtual reality experiences for the celebration of the Lunar New Year

The partnership includes metaverse-based events, an AR filter, and an AI-powered TV commercial.

 


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McDonald's is set to celebrate Lunar New Year in the metaverse

Well-known fast-food chain McDonald’s enters the metaverse. The brand is set to celebrate Lunar New Year in the virtual world and invites fans to join. 

The company has partnered with metaverse platform Spatial and VR artist Karen X Cheng for this release. Cheng is an award-winning director mostly known for her viral augmented reality videos and celebrity collaborations. Together with McDonald’s USA, she developed a themed artificial intelligence-powered television commercial, VR experiences, and an AR filter.

Spatial

McDonald’s Spatial-based virtual world blends Asian influences with futuristic elements, reflecting on what the New Year of the future could look like. The metaverse venue features 3D sculptures of twelve Chinese zodiac animals and offers various virtual reality experiences. 

The partnership also includes an AR filter that depicts the transition from the Lunar Year 2022, as we’re moving away from the Year of the Tiger into the Year of the Rabbit. Notably, the filter is free for anyone to test. The link to it is a QR code hidden in McDonald’s TV commercial, which is also available on YouTube. 

McDonald’s will host two Lunar New Year events on the Spatial platform. On January 25, individuals can join a dance party, and on February 2, an evening talk with the avatar version of Karen X Cheng. 

“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. 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,”

said McDonald’s Senior Director of Cultural Engagement Strategy, Elizabeth Campbell. 

The fast food chain is not the first restaurant to step into the metaverse. In August 2022, Taco Bell introduced the metaverse Wedding Package in partnership with Decentraland. 

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Valeria Goncharenko

Valeria is an Italy-based writer passionate about Web3 and innovation. She is getting her second Major in International Business Management while dedicating her spare time to photography and fashion.

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