During Christmas — a time for family fun and shared activities — there was a cultural trend towards interactive, tech-driven entertainment. McDonald's spotted an opportunity to enhance the user experience with a fun, engaging feature that tapped into this trend.

Understanding the cultural significance of Christmas and the shift towards digital entertainment, we recognised the need for an engaging, innovative feature that would resonate with users. Our expertise in AI and digital marketing allowed us to craft a unique solution.

We developed the McDo LipSync Experience, integrating the advanced AI model SadTalker into the McDonald's Belgium app. Users can select a song, upload a photo and watch as the AI animates the person in the photo to lip-sync the chosen track. The user flow is straightforward:

• Select a song from the available list.
• Upload a photo of a person.
• The AI processes the photo and audio to generate a personalised lip-sync video.

SadTalker, developed by Xi'an Jiaotong University and Tencent AI Lab, uses 3D motion coefficients to create realistic animations, addressing traditional challenges such as unnatural head movements and distorted facial expressions.

The McDo LipSync Experience gave users a fun, engaging way to interact with the McDonald's brand during the holiday season. It allowed them to create personalised videos, adding a unique personal touch to their festive activities and enhancing their overall experience with the app.

For McDonald's Belgium, the campaign increased user engagement and strengthened brand presence during a critical time of year. The innovative use of AI positioned McDonald's as a forward-thinking brand willing to explore new technologies to enhance customer interaction.