Snapchat has partnered with McDonald’s to introduce an augmented reality (AR) experience that brings the fictional world of McDonaldland to users in the United States. The initiative features two interactive AR Lenses, developed by Snapchat’s Arcadia studio, offering games and exclusive content.
The main feature is The McDonaldland Map Lens, which presents a 3D map where users’ Bitmoji avatars can interact with classic McDonald’s characters. Users can tap on different characters to access unique experiences.
One game, Grimace Island Dash, allows players to navigate a river as Grimace, collecting virtual shakes while avoiding obstacles. Another game, Fry Frenzy, transforms the user’s environment into a space where they must quickly tap on appearing Fry Friends. Birdie’s Dream Flight lets players fly above McDonaldland as Birdie, gathering golden Hotcakes and dodging obstacles.
Additionally, Mayor’s Magic Glasses enables users to scan collectible postcards included with special meals at McDonald’s locations. Scanning these postcards with the Snapchat Camera reveals animated histories of various McDonaldland locations.
A further AR feature called Step Into McDonaldland Lens uses geofencing technology at nearly 14,000 McDonald’s restaurants nationwide. This lens changes restaurant interiors into scenes from McDonaldland when accessed on-site. If not at a restaurant, the lens provides directions to the nearest location.
“Starting today, Snapchatters in the US can travel to McDonaldland through two interactive AR Lenses, designed by Snapchat’s in-house AR innovation studio, Arcadia, to unlock games, exclusive content, and even transform your local McDonald’s restaurant.”
“At the heart of the experience is The McDonaldland Map Lens, a 3D map of McDonaldland that features your Bitmoji alongside iconic McDonald’s characters. To get started, easily explore the map and tap on different characters to enter into their unique experience.”
“In Grimace Island Dash, you’ll sail down the McDonaldland River as Grimace, collecting delicious Mt. McDonaldland Shakes and avoiding obstacles on your quest for a top spot on the global leaderboard. Next, test your reflexes in Fry Frenzy. Scan your physical surroundings and watch as your space transforms into a lively game where you must quickly tap on the Fry Friends as they appear. Then, soar to new heights in Birdie’s Dream Flight. Fly high above McDonaldland as Birdie, grabbing as many golden Hotcakes as you can while dodging any and all obstacles in your way.”
“And with Mayor’s Magic Glasses, your McDonaldland Meal becomes a gateway to a separate AR adventure. Each meal comes with a special souvenir kit that features six collectible postcards of beloved McDonaldland locations. Use the Snapchat Camera to scan each postcard and watch as the history of these places comes to life before your eyes.”
“And for an extra dose of magic, visit any of the nearly 14,000 McDonald’s restaurants across the country to unlock the Step Into McDonaldland Lens. This special AR experience uses first-of-its-kind geofencing technology to transform the walls, tables, and floors into the vibrant world of McDonaldland. If you’re not at a restaurant, the Lens will guide you to the nearest one, showing you how far away it is.”
