The McDonald’s Lunar New Year collaboration includes innovative features that integrate culture and technology for an interactive user experience.
The partnership with McDonald’s is Cheng’s first brand partnership celebrating her Chinese-American heritage.
The campaign continues the Golden Arches’ commitment to “celebrating culture and serving communities” as the Year of the Rabbit commences.
Global fast-food giant McDonald’s announced a creative collaboration with award-winning digital creator Karen X Cheng on January 12th, 2023.
The innovative digital campaign includes four main elements:
1) Creative designs by the collaborating digital creator, Cheng, recognizing her Chinese-American heritage.
2) An augmented reality (AR) Instagram filter that illustrates a 3D transition from the Year of the Tiger (2022) to the Year of the Rabbit (2023).
3) An AI-powered television commercial inspired by Cheng’s memories of celebrating the holiday.
4) A metaverse experien
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