McDonald’s has partnered with renowned digital content producer Karen X Cheng for a Lunar New Year Metaverse campaign using several cutting-edge technologies, including artificial intelligence and augmented reality, that feature in Cheng’s frequently viral works.

The 30-second ad features a QR code call-to-action that points viewers to additional campaign elements and is based on Cheng’s fond childhood memories of the event. NeRF technology is utilized in advertisements when marketers are beginning to rely heavily on AI.

According to Elizabeth Campbell, senior director of cultural engagement strategy at McDonald’s, the fast food juggernaut hopes the “tech-forward” initiative will commemorate the holiday and give back to the Asian American and Pacific Islander community.

This year, McDonald’s made a variety of metaverse experiences available with the goal of bringing the Lunar New Year to everyone. With the help of virtual reality, augmented reality, and 3D animation, users can experience various activities. Virtual reality zoos, cooking competitions, and classic Chinese games like Weiqi and Mahjong are just a few things everyone can enjoy.

A 3D avatar that is unique to each user was also developed by McDonald’s to let them visualize the world. With the help of the in-app messenger, users can also message friends and send them photos. For immediate access to the metaverse, viewers can go to the official McDonald’s website.

Karen X Cheng is a digital storyteller and entrepreneur. She has worked on projects in many industries, such as media and technology. She also established Karen X Inc., a company dedicated to creating interactive experiences.

In collaboration with McDonald’s, Karen X Cheng is creating a creative and entertaining metaverse Lunar New Year celebration. She hopes to provide more opportunities for people to connect with friends and family during the holiday season and create everlasting memories through McDonald’s digital world.

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