McDonald’s Hong Kong launches McNuggets Land experience in The Sandbox

The Sandbox, a leading decentralized gaming virtual world and subsidiary of Animoca Brands, has been selected as the platform to build the first Web3 experience for McDonald’s Hong Kong. This new metaverse playground - called McNuggets Land - celebrates the 40th anniversary of Chicken McNuggets with a series of online and virtual world activities that are linked together by the ‘Please Share’ catchphrase.

Starting today, this exclusive game experience in The Sandbox allows users to interact with McDonald's Chicken McNuggets that have been turned into gaming characters, and to take selfies for sharing on social media. Following an introduction to the experience by Coach McNugget and Assistant Coach McNugget, users explore the 40-year history of Chicken McNuggets in the virtual art gallery; serve Chicken McNuggets to customers in the virtual experience; and enjoy several other themed mini-games that put players' skills to the test.

Eligible participants in the McNuggets Land experience can earn various digital and physical rewards, including a 100,000 SAND shared prize pool and mystery boxes. Eligible users in Hong Kong will be rewarded from a shared pool of 10,000 McNuggets coupons, and ten winners will enjoy 365-day free Chicken McNuggets.

Users only need an email account and a simple one-minute online registration to participate.

"Rooted in Hong Kong for 48 years, McDonald’s has always strived to deliver innovative experiences and Happy Moments. To celebrate the 40th anniversary of Chicken McNuggets, we are excited to collaborate with The Sandbox to provide fun-filled Web3 Metaverse game experience themed on McDonald’s for our customers,” said Randy Lai, CEO of McDonald's Hong Kong.

"We are pleased that McDonald's Hong Kong has chosen The Sandbox as a platform to celebrate the 40th anniversary of McNuggets, allowing users around the world to learn more about the famous Chicken McNuggets by entering the metaverse,” said Sebastien Borget, co-founder and COO of The Sandbox. "The Hong Kong-based metaverse studio Pangu by Kenal has done a fantastic job of bringing the Chicken McNuggets characters to life in an interactive way.

Regarding the future potential for brand-building and loyalty management in the metaverse, Borget stated, “McDonald's Hong Kong has understood the importance of experimenting with the potential of the metaverse to effectively drive participation in a gamified way. We look forward to future online promotions utilizing the potential of Web3 and true digital ownership in The Sandbox."

McDonald’s Hong Kong entry into The Sandbox serves as a testament to its recent track record that includes co-operation with hundreds of global brands and IPs, many of which are currently preparing a virtual brand experience for their audience.

“Web3 technology enables closer customer engagement for many brands and users increasingly appreciate the fact that they can enjoy real value when sharing their digital identity,” observed Borget.

During 2023, The Sandbox is set to build further momentum by offering self-publishing features and tools for use by brand partners and creators alike.

“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. “The result will be a richer and more fulfilling experience each time users enter The Sandbox, which is fast becoming a virtual store of culture.”

Highlighting the significance of working with McDonald's Hong Kong, Borget remarked, "Collaborating with a global brand like McDonald's, with its extensive customer base, takes The Sandbox to a new level and brings us closer to realizing the ultimate goal of mass adoption of the metaverse.”

Part virtual real estate, part amusement park, The Sandbox fully embraces the idea of the metaverse as a continuous shared digital space where worlds and heroes collide to make magic. Over 400 partners have joined The Sandbox, including Warner Music Group, Ubisoft, The Rabbids, Cut the Rope, Tony Hawk, Gucci Vault, The Walking Dead, Invincible, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, SM Entertainment, The Smurfs, Care Bears, and Atari, all following The Sandbox team’s vision of empowering players to create their own experiences using both original and well-known characters and worlds.