McDonald’s has partnered with award-winning digital content creator Karen X Cheng to launch an interactive Lunar New Year campaign. The campaign will meet brand fans wherever they may be in technology, culture or even the nascent metaverse.
The partnership includes several creative designs by Cheng including an experiential AR filter, an immersive metaverse experience, and even a commercial of the future using AI technology.
Elizabeth Campbell, McDonald’s Senior Director, Cultural Engagement Strategy said, “We know our fans live at the intersection of innovation and culture and that’s where McDonald’s needs to meet them. 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.”
Karen Cheng, one of the world’s most influential digital creators who’s known for her whimsical viral videos and collaborations with celebrities, has reached more than 500 million views. The partnership with McDonald’s is the artist’s first-ever brand partnership, one that not only recognizes her Chinese American heritage but celebrates it as well.
“Teaming up with McDonald’s to create a campaign that not only leans into my passions as a creator but also my cultural identity is a dream come true,” said Cheng. “As a longtime Golden Arches fan, it’s an honor to be provided with a creative canvas that allows me to share my personal story as well as showcase my expression of the holiday to a wider audience.”
The campaign is created by IW Group for McDonald’s and will foster Lunar New Year values of joy and optimism using both unconventional and traditional channels by using elements such as AR filters, AI-powered TV commercials and the metaverse.
Nita Song, President & Chief Momentum Officer at IW Group commented, “Building on last year’s groundbreaking Lunar New Year campaign, which featured a Golden Arches’ trailblazing event in the metaverse, our goal was to utilize state-of-the-art technology to elevate the virtual and interactive experiences for brand fans.”