Brand

Snapchat, McDonald’s Partner On ‘McDonaldland’ AR Experience

Published on August 13, 2025

Snapchat has partnered with McDonald’s on a new augmented reality experience for “McDonaldland” through multiple interactive Lens experiences. Beginning this week, Snapchatters in the U.S. can access several custom Lens experiences connected to McDonald’s broader “McDonaldland” promotion, designed by Snapchat’s in-house AR innovation studio, Arcadia.

The primary feature, the “Step Into McDonaldland Lens,” uses geofencing technology to transform nearly 14,000 McDonald’s restaurant locations. When activated in-store, the Lens overlays AR elements on walls, tables, and floors, creating an immersive version of the fantasy world first introduced in the 1970s.

“This special AR experience uses first-of-its-kind geofencing technology to transform the physical space into the vibrant world of McDonaldland,” according to the announcement.

Interactive Games and Features

The campaign includes multiple game experiences accessible through Snapchat.

In “Grimace Island Dash,” users sail down the McDonaldland River as Grimace, collecting Mt. McDonaldland Shakes while avoiding obstacles to compete for positions on a global leaderboard. “Fry Frenzy” transforms users’ physical surroundings into an interactive game where they must quickly tap on Fry Friends as they appear in their space. Meanwhile, “Birdie’s Dream Flight” takes users soaring above McDonaldland as Birdie, challenging them to grab golden Hotcakes while navigating around various obstacles throughout their flight.

A “McDonaldland Map Lens” provides a 3D overview of the experience featuring users’ Bitmoji characters alongside McDonald’s mascots.

McDonald’s enhances the digital experience with physical components through “McDonaldland Meals,” which include souvenir kits with six collectible postcards. When scanned with the Snapchat Camera, these postcards activate additional AR content about the depicted locations.

This AR campaign follows a recent collaboration between the companies that allowed MyMcDonald’s Rewards members to exchange 1,500 points for a one-month Snapchat+ subscription.