McDonalds Celebrates 40th Anniversary of Chicken McNuggets with Web3 Activation

McDonald’s Celebrates 40th Anniversary of Chicken McNuggets with Web3 Activation

– McDonald’s has opened McNuggets Land in The Sandbox, a metaverse platform, to celebrate the 40th anniversary of Chicken McNuggets.
– Players can earn rewards, including a shared prize pool and “mystery boxes,” by finding McDonald’s signs in the game.
– McDonald’s Hong Kong users have the chance to win coupons and a 365-day free Chicken McNuggets prize.
– The experience feels heavily marketed, with pixelated McNuggets using salesy phrases, unlike the recent viral Grimace birthday shake celebration in the U.S.
– The CEO of The Sandbox believes collaborating with McDonald’s brings them closer to mass adoption of the metaverse.

Questioning the Purpose of Metaverse Activations

– Brands have been launching activations in metaverses for years, but they often toe the line between whimsical and cringe.
– Food and drink activations in the metaverse raise questions about their purpose when you can’t consume them.
– Recent gimmicky launches like free Slurpee NFTs from 7-Eleven and the “Meataverse” from Slim Jim have quickly lost relevance.
– With the decline in interest in Web3 and ongoing regulatory crackdowns, brand launches in the metaverse seem ill-timed.
– Brands need to provide a better reason for people to engage with their Web3 activations.

Creating a Better “Why” for Web3 Success

– Brands like McDonald’s should follow Starbucks’ example of tying Web3 experiences to customers’ existing behaviors.
– Starbucks’ Odyssey loyalty program integrates virtual rewards and digital collectibles with real store purchases.
– Starbucks builds a community and gathers valuable feedback for future enhancements.
– To succeed in Web3, brands need to offer more than what McNuggets Land provides.
– The absence of Grimace in McNuggets Land adds to the overall dissatisfaction with the experience.