McDonald's launches McNuggets Land in The Sandbox

McDonald's Hong Kong chose The Sandbox to create its first Web3 experience, McNuggets Land.

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McDonald's Hong Kong chose The Sandbox to create its first Web3 experience, the McNuggets Land, a virtual world dedicated to the celebration of the 40th anniversary of Chicken McNuggets.

The experience takes users to a virtual store, complete with a hidden factory and a tour through chicken snack history, allowing players to play and complete quests to earn rewards, such as the SAND metaverse utility token, which is used to purchase virtual goods and customize avatars on the platform.

Hong Kong users can also earn free 365-day Chicken McNuggets coupons to redeem at chain restaurants. To join the virtual world, users only need an email address.

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

Metaverse experiences have become a tool for branding strategies in recent years, allowing companies to gamify products and services, as well as establish online loyalty programs.

Sebastien Borget, co-founder and COO of The Sandbox, noted in a statement shared with Cointelegraph that the partnership with McDonald's takes The Sandbox to "a new level" and brings it "closer to achieving the ultimate goal of mass adoption of the metaverse".

The fast food giant has chosen Web3 tools to interact with customers in the past. In 2021, for example, McDonald's China released a set of 188 non-fungible tokens (NFTs) to celebrate its 31st anniversary in the local market.

McDonald's isn't the first global brand to embrace the virtual world through collaborations with The Sandbox. The Web3 firm was previously associated with 400 companies, including Warner Music Group, Ubisoft, Gucci, Adidas, as well as Snoop Dogg, The Smurfs, Care Bears, The Walking Dea...