Event Marketer Summer 2023 - 50

BEST METAVERSE OR WEB3
EXPERIENCE
EX AWARD WINNER
CAMPAIGN: McDonald's Lunarverse
CLIENT: McDonald's
PARTNER: IW Group
McDonald's was looking for an innovative
new way to engage with Asian-American
consumers, so with an omnichannel approach
and cutting-edge technology, the fast food
giant leveraged a digital + live strategy
centered on celebrating Lunar New Year and
the values of togetherness, joy and optimism.
Critical to the success of the campaign
was a partnership with Karen X Cheng, a
technology-focused creator with more than
1 million followers, who helped develop an
Instagram AR filter that placed a 3D sculpture
of a tiger in the user's space, which then
transformed into a rabbit when they walked
counterclockwise, highlighting the transition
from the Year of the Tiger to the Rabbit.
Cheng, who was born in the Year of the Rabbit,
shared her personal connection to the holiday
throughout the campaign.
The same 3D sculpture could be found
in the Lunarverse, McDonald's immersive
metaverse environment where the brand
hosted two events-one to launch the
Lunarverse and one dubbed " Night with the
Artist " that encouraged brand fans to explore
the space to spotlight how innovation drove
the campaign.
To kick off week two of the holiday period,
the company distributed more than 10,000 red
envelopes at local McDonald's in San Francisco,
where Cheng hails from, each stuffed with
one of three custom art prints the brand
commissioned from three Asian-American
artists. And to wrap the Lunar New Year
festivities, McDonald's activated at San Fran's
Chinese New Year festival, where its metaverse
space was transformed into a three-part mirror
infinity room installation, giving IRL attendees
a shot at experiencing the metaverse for
themselves. They additionally walked away
with custom red envelopes and a bento bag
featuring Cheng's rabbit artwork.
The campaign was supported by an AIenabled
ad spot that used neural radiance field
tech to generate " impossible " camera angles
and 3D animation. The spot ended with a QR
code to direct viewers to the bespoke AR filter.
The ad was then recreated on a billboard in the
heart of Times Square with a scannable QR
code.
McDonald's had plenty more to celebrate
when all was said and done, with more than
234 million earned media impressions,
8,600 Lunarverse visitors and 1,500-plus
participants in the infinity mirror engagement.
50
EVENT MARKETER SUMMER 2023
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Event Marketer Summer 2023

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