McDonald’s Singapore has ventured into the metaverse with its new digital environment, ‘My Happy Place’. Developed in partnership with Bandwagon Labs, this initiative can be accessed through the official McDonald’s app. It offers a unique mix of virtual and real experiences, with special benefits for holders of 2023 Grimace NFTs.
“My Happy Place” offers users a variety of interactive activities. They can play games like Build-A-Burger, participate in daily competitions through the Wheel of Deals feature and even imagine future McDonald’s restaurant designs.
Users can also dress their avatars in McDonald’s-themed outfits and design their dream restaurants. This 3D online environment runs on Bandwagon BW.LAND technology, ensuring a seamless digital experience.
By including prominent wallet hosting services like MetaMask, users can verify their identity and participate in token-gated activities within the metaverse ecosystem.
This integration ensures a safe and personalized experience for every participant. The virtual world is also designed to provide tangible rewards such as food deals and prizes, making the experience even more engaging.
Collaboration with Bandwagon Labs and Grimace NFTs
This metaverse initiative builds on the previous collaboration between McDonald’s Singapore and Bandwagon Labs. Last year they launched a series of 2,000 NFTs featuring the iconic character Grimace. These NFTs are now an integral part of ‘My Happy Place’ and offer special benefits to their holders.
According to Drina Chee, Senior Director of Marketing & Digital Customer Experience at McDonald’s, this digital venture aims to increase customer engagement by offering daily ‘phygital’ rewards – a mix of physical and digital benefits.
The ‘My Happy Place’ metaverse represents a significant step for McDonald’s in the digital landscape. By including wallet hosting services like MetaMask, users can verify their identity and participate in token-gated activities.
This initiative, live from June 6 to July 7, could set a precedent for future digital engagements. McDonald’s aims to harness the potential of metaverse technology for greater fan engagement and customer retention. The success of this experiment will determine its continuation, potentially positioning McDonald’s as a leader in innovative digital experiences.
Last year, McDonald’s Hong Kong entered the world of blockchain gaming with the launch of “McNuggets Land” in The Sandbox, an Ethereum-based metaverse game.
The launch of “McNuggets Land” was a way for McDonald’s Hong Kong to connect with its customers and create a unique digital experience to celebrate the milestone of one of its most popular menu items.
Main image credit: Depositphotos
