McDonald’s in Hong Kong has stepped into the digital world by launching its own metaverse, following in the footsteps of brands like Adidas, Coca-Cola, and Gucci.
The McNuggets Land metaverse, created on The Sandbox online gaming platform, celebrates the 40th anniversary of the Chicken McNugget, which was first introduced globally in 1983.
Players who enter McNuggets Land can enjoy various fun mini-games and activities centered around the beloved McNuggets. By completing quests and challenges, players can earn rewards in the form of SAND tokens, the cryptocurrency native to The Sandbox ecosystem, as well as in-game accessories.
Furthermore, residents of Hong Kong using The Sandbox have the opportunity to earn real McDonald’s coupons by completing quests in McNuggets Land. This metaverse experience will be available until August 28th.
The Sandbox is a gaming platform powered by the Ethereum blockchain, allowing users to create, profit from, and have authority over their gaming experiences in the metaverse.
As a subsidiary of Animoca Brands, a gaming company based in Hong Kong, The Sandbox has collaborated with celebrities and brands to develop decentralized virtual worlds. Some notable partners include Snoop Dogg, Adidas, and Warner Music Group.
The McNuggets Land metaverse project in Hong Kong is not the first time McDonald’s has utilized blockchain technology for promotional purposes. In late 2021, the company’s US and China branches launched NFT collections.
Following McDonald’s lead, other major brands like Nike, Coca-Cola, and Starbucks are also exploring Web3, the new phase of the internet that embraces decentralized blockchain technologies, the metaverse, and NFTs.
For more information, check out FIFA’s recent trademark filings related to the metaverse.