Total Views: 45
McDonald’s announced on Monday that it is collaborating with Humberto Leon. He is the co-founder of the fashion label Opening Ceremony. Together, they are to build an interactive exhibit in the metaverse to commemorate the Lunar New Year.
The display, “McDonald’s Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon,” offers a “unique collection of zodiac animal designs,” according to the corporation.
More crucially, it’s the burger behemoth’s newest marketing push in the metaverse, a three-dimensional virtual world centered on social connection. The corporation has taken a few efforts to sell itself in the virtual world. However, this is the most significant push to far, and it is timed to coincide with the Lunar New Year.
The Hall of Zodiacs will be available until February 15 on the virtual reality social platforms AltspaceVR and Spacial. Visitors will be able to explore Leon’s work at a gallery and receive horoscope readings. Which will allow them to foretell the coming year based on their birth year and zodiac animal. Cliff Tan, a feng shui specialist and content developer, also provides interior design advice at the expo. The exhibit is viewable on a mobile device as well as a computer.
IW Group partnership.
For the campaign, McDonald’s also worked with multicultural advertising agency IW Group. “Lunar New Year is not only a time to rejoice with family and friends, but it also provides us Asian Americans with an excellent opportunity to share our cultural heritage with individuals in the various communities where we reside,” Leon said in a statement.
McDonald’s and Leon collaborated on a television commercial that featured Leon’s insights on Lunar New Year traditions and his unique identity. The commercial is currently appearing on Asian news stations in English, Chinese, Korean, and Vietnamese.
Beginning Tuesday, McDonald’s will distribute red envelopes with Leon’s Tiger Year design at participating restaurants in Los Angeles, New York, San Francisco, Dallas, Houston, and Atlanta.