McDonald’s Hong Kong leaps into the digital realm, joining brands like Adidas, Coca-Cola, and Gucci in its metaverse launch.
The McNuggets Land metaverse, developed on the online gaming platform The Sandbox, commemorates the 40th anniversary of the Chicken McNugget, which first went on worldwide sale in 1983.
Players visiting McNuggets Land can experience engaging mini-games and activities, all centered around the iconic McNuggets. Completing quests and challenges will enable players to earn rewards in the form of SAND tokens, the native cryptocurrency of The Sandbox ecosystem, along with additional in-game accessories.
Moreover, Hong Kong residents using The Sandbox can earn real-world McDonald’s coupons by accomplishing quests in McNuggets Land. This metaverse experience will be available until Aug. 28.
The Sandbox is a gaming platform built on the Ethereum blockchain, enabling users to build upon, profit from, and have control over their gaming experiences within the metaverse.
The Sandbox is a subsidiary of Animoca Brands, a gaming company headquartered in Hong Kong. It has partnered with celebrities and brands to develop decentralized virtual worlds. Noteworthy collaborators include Snoop Dogg, Adidas, and Warner Music Group.
Hong Kong’s McNuggets Land metaverse project is not the first instance of McDonald’s utilizing blockchain technology in its promotional activities. The firm’s US and China branches launched NFT collections in late 2021.
Following in McDonald’s footsteps, other prominent brands like Nike, Coca-Cola, and Starbucks are also exploring Web3, a new internet phase embracing decentralized blockchain technologies, the metaverse, and non-fungible tokens (NFTs).