McDonald’s is jumping into the metaverse.
The burger giant on Monday said it is working with Humberto Leon, cofounder of the fashion brand Opening Ceremony, to create an interactive exhibit in the metaverse that will honor the Lunar New Year.
“McDonald’s Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon,” features what the company says is a “one-of-a-kind collection of zodiac animal designs.”
Most importantly, it’s the burger giant’s latest marketing effort in the metaverse, a three-dimensional virtual world focused on social connection. The company has been taking a few steps to market itself in the virtual world but this is its biggest effort yet—and is tied into the Lunar New Year.
The Hall of Zodiacs will be available on virtual reality social platforms AltspaceVR and Spacial through Feb. 15. There, visitors can see a gallery hosting Leon’s work and receive horoscope readings giving foresight on the year ahead based on their birth year and zodiac animal. The exhibit also features interior design direction from feng shui expert and content creator Cliff Tan.
The exhibit can be seen on mobile and desktop. For instructions on how to access it, visit McDHallofZodiacs.com.
McDonald’s also worked with the multicultural ad agency IW Group on the campaign. “Lunar New Year is not only a time to celebrate with family and friends, but also gives us Asian Americans the perfect opportunity to share our cultural heritage with people throughout the various communities we call home,” Leon said in a statement.
McDonald’s and Leon produced a television spot featuring Leon’s reflections on Lunar New Year traditions and his diverse identity. The spot airs nationwide on Asian news channels in English, Chinese, Korean and Vietnamese.
McDonald’s will also give out red envelopes featuring Leon’s Year of the Tiger design at participating restaurants in Los Angeles, New York, San Francisco, Dallas, Houston and Atlanta starting on Tuesday.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.