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McDonald’s is tapping content creator Karen X Cheng to celebrate Lunar New Year. 

Jan 18 2023

McDonald’s is tapping content creator Karen X Cheng to celebrate Lunar New Year. Karen X Cheng is a digital creator who is best known for her (often viral) artificial intelligence and augmented reality work. The fast food giant’s new ad is inspired by Cheng’s childhood memories of the Lunar New Year celebrations and uses “neural radiance fields (NeRF) technology which uses artificial intelligence (AI) to create a 3D scene.” A QR code in the ad spot will lead consumers to other campaign elements like McDonald’s metaverse activation that features “3D sculptures of the 12 Chinese zodiac animals.” Other special events will be hosted in the space, including a “Year of the Rabbit celebration on Jan. 25 and an evening with Cheng — in avatar form — on Feb. 2.” To complete the brand’s utilization of digital experiences, (which Gen Z loves) they’re also using an “AR filter on Instagram that uses a 3D illusion to transition from the Year of the Tiger to the Year of the Rabbit.” (Marketing Dive)