Snapchat has partnered with McDonald’s to launch an augmented reality (AR) experience called McDonaldland. The initiative, which began today, allows users in the United States to access interactive AR Lenses on Snapchat. These lenses were developed by Arcadia, Snapchat’s internal AR innovation studio.
The main feature of this collaboration is The McDonaldland Map Lens. It offers a 3D map where users’ Bitmoji characters appear alongside well-known McDonald’s mascots. Users can tap different characters on the map to enter specific activities.
One game, Grimace Island Dash, lets players control Grimace as he navigates down a river collecting shakes and avoiding obstacles, competing for high scores on a global leaderboard. Another game, Fry Frenzy, uses AR to turn a user’s surroundings into a digital game space where they tap Fry Friends that appear. In Birdie’s Dream Flight, players guide Birdie above McDonaldland to collect golden Hotcakes while dodging obstacles.
The Mayor’s Magic Glasses feature links physical meals at McDonald’s with digital content. Customers receive souvenir kits with six collectible postcards representing locations in McDonaldland. Scanning these postcards with the Snapchat Camera reveals animated histories of each place.
A special Step Into McDonaldland Lens is also available at nearly 14,000 McDonald’s restaurants nationwide. This lens uses geofencing technology to transform restaurant interiors into scenes from McDonaldland through AR effects. If users are not inside a participating location, the lens will direct them to the nearest restaurant and display its distance.
“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.”
