McDonald’s Hong Kong has picked The Sandbox to build its first Web3 experience, the McNuggets Land, a virtual world dedicated to celebrating Chicken McNuggets’ 40th anniversary. 

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

Hong Kong users can also win 365-day free Chicken McNuggets coupons for redemption at the chain’s restaurants. To join the virtual world, users only need an email address.

Metaverse experiences have emerged as a tool for brand-building strategies in the past few 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 realizing the ultimate goal of mass adoption of the metaverse.”

The giant fast food chain has chosen Web3 tools to engage customers in the past. In 2021, for instance, McDonald’s China released a set of 188 nonfungible tokens (NFT) 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 previously partnered with 400 companies, including Warner Music Group, Ubisoft, Gucci, Adidas, as well as Snoop Dogg, The Smurfs, Care Bears, The Walking Dead and Atari.

“The launch of self-publishing now allows 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 about the recently released feature that allows brands to launch experiences directly on the platform’s map.

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