McDonald’s Hong Kong has chosen The Sandbox to create its first Web3 experience, McNuggets Land, a virtual world dedicated to celebrating the 40th anniversary of Chicken McNuggets.
The experience takes users into a virtual store with a hidden factory and a tour of Chicken Snack’s history, allowing gamers to play and complete quests to win rewards, such as the metaverse utility token SAND, which is used to purchase virtual goods and customize avatars on the platform.
Users in Hong Kong can also win 365 days of free Chicken McNuggets coupons for redemption at the chain’s restaurants. Users only needed an email address to connect to the virtual world.
Metaverse experiences have emerged over the past few years as a tool for brand-building strategies, allowing companies to simplify offering products and services as well as set up online loyalty programs.
In a statement shared with Cointelegraph, Sebastian Borget, co-founder and COO of The Sandbox, said that the partnership with McDonald’s takes The Sandbox “to a new level” and brings it “closer to realizing the ultimate goal of mass adoption of the metaverse.”
The giant fast food chain has chosen Web3 tools to engage customers in the past. For example, in 2021, McDonald’s China issued a set of 188 non-fungible tokens (NFTs) to celebrate its 31st anniversary in the local market.
McDonald’s isn’t the first global brand to embrace the virtual world through its collaboration with The Sandbox. The Web3 firm previously partnered with 400 companies, including Warner Music Group, Ubisoft, Gucci, Adidas, as well as Snoop Dogg, The Smurfs, Care Bears, The Walking Dead and Atari.
“The launch of self-publishing now allows our partners to realize the true potential and monetize their brands by making their customer experiences available at all times in the metaverse,” said Borget about the recently released feature, which allows brands to launch experiences directly on the platform’s map.
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