McDonald’s Singapore has ventured into the metaverse, offering a unique digital experience for its customers. The fast-food giant has launched “My Happy Place,” a 3D online environment available through its official app in collaboration with Bandwagon Labs. This initiative provides a new and immersive way for users to engage with the brand.
Significantly, My Happy Place offers various interactive features. Users can play games like Build-A-Burger, envision future McDonald’s restaurant designs, and participate in daily contests through the Wheel of Deals.
These activities offer real-life food deals and prizes, enhancing the customer experience. Moreover, the platform runs on Bandwagon’s BW.LAND technology, distinguishing it from other metaverse platforms or games.
McDonald’s Singapore and Bandwagon Labs had previously collaborated on a series of 2,000 Grimace NFTs in 2023. These NFTs were free to claim via the local McDonald’s app and featured randomized designs of the character Grimace. They were minted on the Ethereum scaling network Polygon and were non-tradable, making them unique to their holders.
The Sandbox Secures $20 Million in Funding for Metaverse ExpansionNow, those who possess these Grimace NFTs can access special features in My Happy Place. The token-gating feature allows NFT holders to unlock exclusive wearable items in the game, explore a secret island, and display Grimace portraits in the Restaurant of the Future. These perks provide added value and a sense of exclusivity for NFT owners, further incentivizing participation in the digital environment.
Besides these interactive elements, McDonald’s Singapore aims to elevate the customer experience by blending digital and physical rewards. Users can dress their avatars in McDonald’s outfits, design their dream restaurant, and win daily phygital rewards, bridging the gap between the virtual and real worlds. This innovative approach reflects McDonald’s commitment to staying ahead of digital trends and enhancing customer engagement.
Additionally, McDonald’s Hong Kong has also experimented with the metaverse. In 2023, it launched McNuggets Land, a limited-time experience in the Ethereum metaverse game The Sandbox. This initiative included NFT and token rewards for players, showcasing the brand’s broader strategy to integrate digital experiences across different regions.
