McDonald’s Hong Kong Launches McNuggets Land in The Sandbox

McDonald’s Hong Kong has chosen The Sandbox to create its first Web3 experience, McNuggets Land, a virtual world commemorating the 40th anniversary of Chicken McNuggets.

The experience transports users to a virtual store with a hidden factory and a tour through the history of the chicken snack, where they can play and complete quests to earn rewards such as the metaverse utility token SAND, which can be used to purchase virtual goods and customize avatars on the platform.

Chicken McNuggets characters created by Hong Kong-based metaverse studio Pangu by Kenal. Source: The Sandbox.

Hong Kong users can also receive 365-day coupons redeemable at the chain’s restaurants for free Chicken McNuggets. To enter the virtual world, all that is required is an email address.

In recent years, metaverse experiences have emerged as a tool for brand-building strategies, enabling businesses to gamify their products and services and establish online loyalty programs.

The co-founder and chief operating officer of The Sandbox, Sebastien Borget, stated in a statement that the partnership with McDonald’s propels The Sandbox to “a new level” and brings it “closer to realizing its ultimate goal of mass adoption of the metaverse.”

In the past, the massive fast food chain has chosen Web3 tools to engage consumers. McDonald’s China, for instance, released 188 nonfungible tokens (NFT) in 2021 to commemorate its 31st anniversary on the local market.

McDonald’s is not the first global brand to collaborate with The Sandbox to embrace the virtual world. The Web3 company has partnered with 400 companies in the past, including Warner Music Group, Ubisoft, Gucci, Adidas, Snoop Dogg, The Smurfs, Care Bears, The Walking Dead, and Atari.

“The launch of self-publishing now enables our partners to realize the true potential and monetise their brand in the metaverse by making their customer experience available to everyone, all the time,” said Borget of the recently released feature that allows brands to launch experiences directly on the platform’s map.