Snapchat has partnered with McDonald’s to launch an augmented reality (AR) experience called McDonaldland, available to users in the United States. The initiative brings back the McDonaldland universe, which was first introduced by McDonald’s in the 1970s.
The AR features are accessible through two interactive Lenses on Snapchat, created by Arcadia, Snapchat’s in-house AR innovation studio. Users can explore a 3D map of McDonaldland featuring their Bitmoji and well-known McDonald’s characters. Tapping different characters opens up unique experiences.
Among the games included is Grimace Island Dash, where players navigate as Grimace down a river collecting virtual shakes and avoiding obstacles for a spot on the global leaderboard. Another game, Fry Frenzy, uses AR to turn a user’s surroundings into an interactive space where they tap Fry Friends as they appear. Birdie’s Dream Flight allows users to fly above McDonaldland as Birdie and collect golden Hotcakes while dodging obstacles.
Mayor’s Magic Glasses offers another layer of interaction: each McDonaldland Meal at participating restaurants comes with a souvenir kit containing six collectible postcards. Scanning these postcards with the Snapchat Camera animates stories about different locations within McDonaldland.
Additionally, visiting any of nearly 14,000 McDonald’s locations nationwide unlocks the Step Into McDonaldland Lens. This feature uses geofencing technology to transform restaurant interiors into digital versions of McDonaldland through users’ smartphone cameras. For those not at a location, the Lens will direct them to the nearest participating restaurant.
“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.”
