McDonald’s Hong Kong has chosen The Sandbox, the decentralised gaming virtual world and subsidiary of Animoca Brands Corporation Ltd, as the platform to build the first Web3 gaming experience for fans of its Chicken McNuggets.
The fast food chain’s Chicken McNuggets have been turned into gaming characters in the new metaverse playground called ‘McNuggets Land’ to celebrate the 40th anniversary of the chicken nuggets.
In the exclusive game experience, users will be taken on a tour of the 40-year history of Chicken McNuggets by Coach McNugget and Assistant Coach McNugget in a virtual art gallery; serve the boneless meat chunks to virtual customers; and enjoy several other themed mini-games that test players' skills.
Eligible participants can earn various digital and physical rewards, including a 100,000 SAND shared prize pool and mystery boxes, while users in Hong Kong will be rewarded with McNuggets coupons and ten winners will enjoy one year’s worth of free Chicken McNuggets.
Rewarding customers
"Rooted in Hong Kong for 48 years, McDonald’s has always strived to deliver innovative experiences and Happy Moments,” McDonald's Hong Kong chief executive officer Randy Lai said.
“To celebrate the 40th anniversary of Chicken McNuggets, we are excited to collaborate with The Sandbox to provide a fun-filled Web3 metaverse game experience themed on McDonald’s for our customers.”
The Sandbox co-founder and chief operating officer Sebastien Borget added: "We are pleased that McDonald's Hong Kong has chosen The Sandbox as a platform to celebrate the 40th anniversary of McNuggets, allowing users around the world to learn more about the famous Chicken McNuggets by entering the metaverse.
"Collaborating with a global brand like McDonald's, with its extensive customer base, takes The Sandbox to a new level and brings us closer to realising the ultimate goal of mass adoption of the metaverse.
"The Hong Kong-based metaverse studio Pangu by Kenal has done a fantastic job of bringing the Chicken McNuggets characters to life in an interactive way.”
Self-publishing option
McDonald’s Hong Kong joins more than 400 global brands including Warner Music Group, Adidas and The Smurfs in engaging The Sandbox to create virtual brand experiences for their audiences.
The platform has more than 40 million installs on mobile and is set to offer self-publishing features and tools for use by brand partners and creators this year.
“The launch of self-publishing allows our partners to realise the true potential and monetise their brand in the metaverse by making their customer experience available to everyone, all the time,” Borget said.
“The result will be a richer and more fulfilling experience each time users enter The Sandbox, which is fast becoming a virtual store of culture.”
About McDonald’s Hong Kong
The global fast food chain requires little introduction.
In Hong Kong since 1975, it has more than 250 restaurants around the city and a workforce in excess of 15,000.
Serving one million customers a day, it is the top quick-service restaurant on the island.
As a purpose-driven and family-friendly brand, it strives for growth through menu innovation, digital transformation, sustainability, community and youth empowerment for its customers and the community at large.