McDonald’s Singapore recently entered the metaverse with the launch of its innovative digital environment called «My Happy Place.» This virtual space, developed in collaboration with Bandwagon Labs, offers a blend of virtual and real-world experiences accessible through the official McDonald’s app.
Features
«My Happy Place» provides users, especially those with the 2023 Grimace NFTs, with various interactive activities within a 3D online environment. Users can engage in activities like Build-A-Burger, participate in daily contests through the Wheel of Deals feature, and even visualize future McDonald’s restaurant designs. Additionally, users can personalize their avatars with McDonald’s-themed outfits and create their dream restaurants.
The seamless digital experience is made possible by Bandwagon’s BW.LAND technology and integrates wallet hosting services like MetaMask for user authentication and participation in token-gated activities. Drina Chee, Senior Director of Marketing & Digital Customer Experience at McDonald’s, highlights the initiative’s goal of enhancing customer engagement by providing daily «phygital» rewards—a blend of physical and digital benefits. By offering tangible rewards such as food deals and prizes, McDonald’s aims to make the experience more engaging for users.
«My Happy Place» represents a significant milestone for McDonald’s in the digital realm. By embracing metaverse technology and incorporating wallet hosting services, McDonald’s aims to enhance fan engagement and customer retention. This initiative follows McDonald’s Singapore’s previous partnership with Bandwagon Labs, which involved the creation of 2,000 Grimace NFTs. Furthermore, it aligns with McDonald’s Hong Kong’s exploration of blockchain gaming in The Sandbox with «McNuggets Land,» showcasing the brand’s commitment to engaging customers through cutting-edge digital experiences.
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