Snapchat has announced a partnership with McDonald’s to introduce an augmented reality (AR) experience called McDonaldland, available to users in the United States. The project revives the McDonaldland universe, which was first introduced by McDonald’s in the 1970s.
The AR experience is powered by two interactive lenses created by Arcadia, Snapchat’s in-house AR innovation studio. Users can access these lenses through the Snapchat app to play games, view exclusive content, and see their local McDonald’s restaurants transformed with digital effects.
One of the main features is The McDonaldland Map Lens, which presents a 3D map featuring users’ Bitmoji avatars alongside classic McDonald’s characters. By exploring this map and tapping on different characters, users can enter various themed experiences.
Games include Grimace Island Dash, where players navigate as Grimace along a river collecting shakes while avoiding obstacles; Fry Frenzy, which uses AR to turn physical surroundings into a game where players tap on Fry Friends; and Birdie’s Dream Flight, where users fly above McDonaldland as Birdie collecting golden Hotcakes.
Another element is Mayor’s Magic Glasses. With each McDonaldland Meal purchased at participating locations, customers receive a souvenir kit containing six collectible postcards. Scanning these postcards with the Snapchat Camera reveals animated histories of different McDonaldland locations.
A unique feature called Step Into McDonaldland Lens uses geofencing technology at nearly 14,000 McDonald’s restaurants across the U.S. This lens transforms restaurant interiors into digital versions of McDonaldland. If users are not near a location, the lens provides directions to the closest 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.”
“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.”
