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Snapchat and McDonald’s teamed up for a special Bitmoji that plays with our emotions about coffee.

Abbey White
December 06, 2017

Social media is dipping its toe into augmented reality and the latest effort by image messaging and multimedia app Snapchat is all about letting you (and a tinier version of you) play with your food. The recently rolled out feature promotes McCafé products by letting users’ 3-D Bitmoji—otherwise known as their own personal emoji—steal a cup of coffee from them. As you watch, the impish cartoon avatar scrambles around the cup before swiping it up into its tiny arms and running off the screen with it. Don’t worry about getting burnt by any hot coffee either. Like the Bitmoji itself, the steaming cup is entirely digital.

It’s a funny and fun addition to the platform’s latest go at the interactive social feature and is part of a McDonald’s initiative to be more involved with holiday marketing. We Are Unlimited—a Chicago-based agency that oversees McDonald’s social, digital and retail marking—worked alongside Snapchat employees at the company’s office for around four weeks to create the feature, the platform’s first-ever sponsored Bitmoji. (You can watch an actual user interacting with the filter on Adweek.)

“It’s just a playful take that even your avatar behaves like you,” We Are Unlimited chief creative officer Toygar Bazarkaya told AdWeek. “You have to have your coffee first before you go about your business.”

“We are always looking for new and compelling ways to engage with our customers,” McDonald’s USA chief marketing officer Morgan Flatley said. “As augmented reality continues to present opportunities to innovate… we are thrilled that people can not only express their love of our coffee, but finally give the (digital) version of themselves a delicious cup of McCafé.”

Before this, Snapchat had mostly used Bitmojis as simple fun characters to dress up shared images, like the site’s filters. And as part of its redesign, late last month it reportedly started recognizing food, offering special culinary captions to people who snapped their plates.