McDonald’s welcomes in the Year of the Rabbit by partnering with Karen X Cheng to launch an interactive Lunar New Year campaign. The partnership is designed to enhance the brand’s customer experience by engaging fans through technology, culture, and the metaverse.
The campaign will include designs by Cheng, an augmented reality (AR) filter, a metaverse experience, and a commercial featuring artificial intelligence technology.
“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 AAP community,” says Elizabeth Campbell, McDonald’s Senior Director, Cultural Engagement Strategy.
The McDonald’s partnership is Cheng’s first brand collaboration, who is known for her viral videos and work with A-list celebrities. The campaign aims to showcase the Lunar New Year values of togetherness, joy, and optimism, using both unconventional and traditional methods.
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