Snapchat has partnered with McDonald’s to introduce an augmented reality (AR) experience that brings McDonaldland, a fictional world first created in the 1970s, to users in the United States. The collaboration uses two interactive AR Lenses developed by Arcadia, Snapchat’s internal AR innovation studio.
The main feature is The McDonaldland Map Lens, which presents a 3D map of McDonaldland. Users can explore this map with their Bitmoji avatars and interact with well-known McDonald’s characters by tapping on them to access different experiences.
One of the games available is Grimace Island Dash, where players navigate as Grimace down the McDonaldland River, collecting Mt. McDonaldland Shakes and avoiding obstacles while competing for high scores on a global leaderboard. Another game, Fry Frenzy, allows users to scan their surroundings and play a tapping game involving Fry Friends appearing in their space. Birdie’s Dream Flight lets players fly above McDonaldland as Birdie, gathering golden Hotcakes and dodging obstacles.
Additionally, the Mayor’s Magic Glasses feature offers an AR adventure tied to special souvenir kits included with certain meals. Each kit contains six collectible postcards representing locations from McDonaldland. By scanning these postcards with the Snapchat Camera, users can view animated histories of each location.
A further AR experience called Step Into McDonaldland Lens is available at nearly 14,000 McDonald’s restaurants across the U.S., using geofencing technology to transform physical restaurant spaces into scenes from McDonaldland through users’ smartphones. If not already at a participating location, the lens provides directions to the nearest 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.”
