McDonald's has officially entered the metaverse scene in Singapore with the launch of its own digital world called “My Happy Place”, accessible through the McDonald's app in collaboration with Bandwagon Laboratories. This virtual kingdom offers a unique experience to users, especially those who own Grimace nfts released in 2023.
Exclusive benefits for Grimace nft holders
The launch of “My Happy Place” provides special privileges to Grimace nft holders. These individuals can enjoy exclusive features within the digital environment, including unlocking unique wearable items, exploring hidden areas, and displaying Grimace portraits in designated locations.
In this 3D online space, users can participate in various activities, such as playing games like Build-A-Burger, conceptualizing future McDonald's restaurant designs, and participating in daily contests through the Wheel of Deals feature. Participants have the opportunity to win prizes and real food deals, enhancing their overall McDonald's experience.
“My Happy Place” operates on Bandwagon's proprietary BW.LAND technology, setting it apart from other metaverse platforms or games. This technology facilitates seamless interaction and engagement within the virtual environment, offering users a fluid and immersive experience.
McDonald's Singapore Statement
Drina Chee, senior director of marketing and digital customer experience at McDonald's Singapore, expressed her excitement about the launch, emphasizing the opportunity for customers to customize their avatars with McDonald's-themed outfits, design virtual restaurants and receive daily phygital rewards.
This venture marks another collaboration between McDonald's Singapore and Bandwagon Labs, following their successful partnership in 2023 to launch 2,000 Grimace nfts. Distributed through the McDonald's app, these nfts featured randomized designs and integrated with Polygon to prevent trading after minting.
Image: Bandwagon Laboratories
McDonald's metaverse presence extends beyond Singapore, with a previous launch in Hong Kong. In 2023, McDonald's Hong Kong introduced McNuggets Land into the ethereum metaverse game, The sandbox. This limited-time experience offered nft rewards and tokens to players, further showing the brand's commitment to digital innovation.
Final thoughts
McDonald's foray into the metaverse through “My Happy Place” represents a strategic move to engage customers in a digitally immersive environment. With exclusive benefits for Grimace nft holders and a variety of interactive features, this initiative reflects McDonald's continued evolution in the digital landscape.
