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McDonald’s announced this Friday (21) its official entry into the metaverses. The fast-food company chose The Sandbox metaverse to build the first Web3 experience, titled McNuggets Land.

This virtual world celebrates the 40th anniversary of Chicken McNuggets, one of McDonald’s most popular products. In this experience, users are transported to a virtual storefront where they can explore a hidden factory and take a tour of McNugget history.

They can also play games and complete missions to earn rewards such as the metaverse utility token, SAND, which can be used to purchase virtual goods and customize avatars on the platform.

For Hong Kong users, the experience offers an extra bonus: the chance to win free 365-day Chicken McNuggets coupons to redeem at local McDonald’s restaurants. To join McNuggets Land, all users need is an email address.

McDonald’s in the Metaverse

The fast-food giant has a history of engaging customers with Web3 tools. In 2021, for example, McDonald’s China released a set of 188 non-fungible tokens (NFT) to celebrate its 31st anniversary in the local market.

This approach of gamifying products and services and establishing online loyalty programs is becoming more and more popular, as metaverse experiences have been an effective tool for brand building strategies.

Sebastien Borget, co-founder and COO of The Sandbox, stated that the partnership with McDonald’s takes The Sandbox to “a new level” and brings it closer to the “ultimate goal of mass adoption of the metaverse”.

The Sandbox platform has played host to a variety of major brand collaborations. The company has partnered with more than 400 companies, including Warner Music Group, Ubisoft, Gucci, Adidas, as well as personalities such as Snoop Dogg, The Smurfs, Care Bears, The Walking Dead and Atari.

“The launch allows our partners to realize true potential and monetize their brand in the metaverse by making the customer experience available to everyone, all the time,” said Borget.

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