“Building on last year’s groundbreaking Lunar New Year campaign, which featured a Golden Arches’ trailblazing event in the metaverse, our goal was to utilize state-of-the-art technology to elevate the virtual and interactive experiences for brand fans.” Nita Song, IW Group’s President & Chief Executive Officer, said that the company wanted to use the latest technology to enhance the experience for its fans. The campaign also features a variety of interactive elements as well as an immersive metaverse experience. The campaign, which was conceptualized by IW Group, aims to celebrate the spirit of the Lunar New Year and encourage people to embrace the traditional and unconventional ways of celebrating the holiday. McDonald’s is celebrating the start of the new year with an engaging digital campaign that encourages its fans to get involved in important global celebrations, something that is very important to the global mission of the company. The Golden Arches is proud to kickstart the new year with an interactive campaign that invites our fans to become active participants in a global cultural celebration,” said Campbell. “Our collaboration with Karen X Cheng offers new, tech-forward ways to experience the Year of the Rabbit while also honoring the legacy of the holiday and uplifting the AAPI community. Elizabeth Campbell, Senior Director, Corporate Engagement Strategy at McDonald’s, said that the brand wanted to connect with its fans at the intersection of culture and innovation.
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