To celebrate the Year of the Rabbit, McDonald’s USA has collaborated with video creator Karen X Cheng for an elaborate and interactive marketing campaign. The collaboration includes creative designs by Cheng, an AR filter, an metaverse experience and a commercial which uses AI technology. Cheng is excited to bring her heritage and that of the AAPI community to life with the campaign.
The lunar year of the rabbit started on the 22nd of January 2023, when the campaign had its lift off. It contained an augmented reality (AR) filter, which was available through Instagram. Fans could experience the transition from the year of the tiger (2022) into the year of the rabbit (2023) through a 3D illusion. Currently, fans can still experience the metaverse space McDonald’s created for the year of the rabbit.
In the virtual space McDonalds created, traditional Asian influences are blended with futuristic elements, including 3D sculptures of the 12 Chinese zodiac animals. The world is hosted on Spatial and accessible through any connected device. On the 25th of January, fans could celebrate the new year with guests from around the world. On the 2nd of February, fans can meet artists, such as Karen X Cheng, in avatar form.
AI-powered ad by McDonald’s
Lastly, McDonald’s launched an AI-powered television commercial which is inspired by Cheng’s childhood memories of Lunar New Year. The ad incorporates NeRF (neural radiance fields) technology, to create a 3D scene using AI. Viewers can scan an on-screen QR code to experience the artwork featured in the commercial as an interactive AR filter. The campaign is created by IW Group for McDonald’s.
“We know our fans live at the intersection of innovation and culture, and that’s where McDonald’s needs to meet them,” said Elizabeth Campbell, McDonald’s Senior Director, Cultural Engagement Strategy. “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.”
Teaming up with McDonald’s
Cheng is known for her viral videos and collaborations with A-list celebrities, which have amassed over 500 million views. “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 Karen 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 aims to foster Lunar New Year values of togetherness, joy, and optimism through unconventional and traditional channels. “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,” said Nita Song, President & Chief Momentum Officer at IW Group.
About Karen X Cheng and the AAPI community
Named Inc’s 30 Under 30 (2018) and Adweek’s Creative 100 (2018), Cheng’s eye-grabbing content blends her passion for innovation and personal storytelling. Some of her most popular videos include learning to dance in a year, creating the first artificial intelligent magazine cover, and making a VR dance video for the metaverse.
As part of McDonald’s ongoing commitment to celebrating culture and serving communities, the company supports and empowers Asian Americans and Pacific Islanders (AAPIs) through year-long programs dedicated to ensuring that these communities feel seen and heard. In addition to celebrating important cultural moments like Lunar New Year, Asian Pacific American Heritage Month, Mid-Autumn Festival and Diwali, McDonald’s is also committed to addressing the needs of AAPI youth with initiatives like APA Next, an AAPI-focused education initiative launched in 2021 to address the unique needs of AAPI students.
