Quick take:
- The experience will be offered via the US food giant’s Hong Kong Subsidiary.
- McDonald’s joins multiple global brands like Adidas, Gucci and Nike, that have metaverse experiences.
- McNuggets Land is part of the company’s 40th celebration of Chicken McNugget.
McDonald’s Hong Kong has jumped on the metaverse train with a metaverse experience to celebrate the 40th anniversary of Chicken McNugget. The global food chain giant is joining a growing list of global brands that have metaverse experiences.
The Hong Kong subsidiary has teamed up with The Sandbox, to launch McNuggets Land, a virtual experience. Sandbox users will be able to play mini-games in a virtual world inspired by McNuggets.
According to the announcement, players can earn rewards issued in $SAND tokens, The Sandbox’s native token for completing simple tasks and other activities in McNuggets Land.
McDonald’s first indicated its intention to offer metaverse-based experiences in February last year, when the US restaurant chain filed 10 trademark applications to offer virtual goods and NFTs in the metaverse.
McDonald’s is not the only company to go on a metaverse trademark filing binge. However, unlike several other companies that submitted their applications, the company is making use of the patents with the launch of McNuggest Land on The Sandbox.
According to the announcement on Friday, Sandbox users in Hong Kong will also earn McDonald’s coupons that they can use to buy real-world products. The metaverse experience will be accessible through August 28, 2023.
Although the metaverse hype has slowed significantly since last year, brands like McDonald’s still view the experiences as useful in strengthening the connection with their customers. Brands are also using the metaverse as an avenue into web3, a next-gen internet that is being adopted for blockchain-based customer loyalty programs. Starbucks Odyssey has been one of the most successful examples in this regard.
McDonald’s joins a growing list of brands that have built their virtual experiences on the Sandbox. Gicci, Snoop Dogg, Adidas and Warner Music Group have all launched experiences in the Animoca Brands subsidiary.
Earlier this year, Animoca Brands, a web3 investment company dedicated to building the open metaverse and promoting digital property rights said it was raising $1 billion for a new fund dedicated to the metaverse.
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