After its attention-getting McRib NFT drop, McDonald’s first big metaverse event came when it sponsored a virtual pop-up event for OfflineTV, a group of eight gamers and content creators with more than three million YouTube subscribers. Fans could interact with the creators’ avatars and win digital merchandise.

“We saw an incredible response and engagement to the pop-up that exceeded our benchmarks,” said Liz Campbell, VP of field marketing and local culture at McDonald’s, who has been leading the restaurant chain’s metaverse push. “That reinforced the potential of Web3 to bring diverse communities together around common passions.”

Having tested the waters, McDonald’s next activation came during the 2022 Lunar New Year. The brand worked with Opening Ceremony Co-Founder Humberto Leon to design a collection of zodiac animals for McDonald’s virtual “Hall of Zodiacs.” Visitors could learn more about each zodiac sign and dress their avatar in a virtual Opening Ceremony hoodie.

“IW Group, our AAPI agency of record, has been one of our strategic partners in our ongoing Web3 journey,” Campbell said. “They brought insights to us on the early adoption rates of Web3 among AAPIs, so Lunar New Year felt like an appropriate place to explore and dive deeper into the space. We also recognized growing interest in Lunar New Year among fans of all backgrounds and believed the holiday’s universal themes of joy and togetherness would resonate with everyone.”

For 2023’s Lunar New Year, the brand partnered with digital artist Karen X Cheng to create an ad that featured an Instagram filter showing the transition from the Year of the Tiger to the Year of the Rabbit. Fans were prompted to explore McDonald’s metaverse activation, again featuring zodiac animals.

“I wasn’t expecting the global turnout,” said Campbell, “but it was a reminder of the globalization of the metaverse and the importance of authentically connecting with our diverse fans and different cultures around the world.”

What advice would you give to teens about using social media today?

The advice I would give is that there is no Wizard of Oz sitting behind the screen—the wizard is you! Remember, this is your personal content, your brand ... your feelings, your thoughts. You determine how it can be shown, and it’s a powerful channel that can be used to expand what you stand for and what you believe in.

How is new technology changing the way you work?

New technology is creating new rules for engagement internally and externally, centered around speed and authenticity. Speed because of the way and the intensity of how information is curated, shared and evaluated. And authenticity because we’re living in a world that celebrates individuality and unique perspectives.
 
Externally, technology is enabling us to engage more efficiently and effectively with customers through data. We’re able to better understand our fans and create programs that they care about. Internally, it provides everyone across the team access to the same information to empower new ways of thinking and collaboration.

Our team currently utilizes neuroscience to evaluate how effective our content is at reaching its desired target. While this process is owned by our Consumer Insights team, the data we collect allows everyone on the team to discuss, debate and utilize the learnings for future content we develop. We all have access to the same data and technology, allowing us to engage more efficiently at evaluating our content.

What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet? 

My favorite podcast is “Jemele Hill is Unbothered.” She’s an intelligent Black woman who is not afraid to share her opinions in her own language: Detroit.
 
I also scoop up gems by listening to Detavio Samuels, who is the CEO of Revolt, and Marcus Collins, head of global strategy at Wieden+Kennedy New York. Both of them use their voices to not only inspire but to challenge the status quo. They are so committed to doing what is best for “the culture” and showing it in all its unfiltered glory. They also show how “the culture” impacts not only society but the business economy.

What is the biggest technical leap you’ve had to adjust to in your career and how did you do it?

The biggest technical leap I have had to adjust to is engaging in the metaverse. I have had to remain curious in this space to understand how the next gen is already engaging or how they will continue to evolve. It goes beyond me being a marketer and more about me being a human and making connections with people who I may have never engaged with before.