The metaverse pop-up experience will allow users to participate in a VR scavenger hunt for a chance to win exclusive digital merchandise. Fans will also be able to interact with the OfflineTV crew through life-like avatars, and leave them notes on a virtual sticky note wall. The event, which begins Friday, is meant to help connect OfflineTV with fans who couldn’t attend a recent in-person event.
Although this will mark McDonald’s first event in the metaverse, the company is no stranger to the digital world. In May, the brand held a 360 VR experience via the McDonald’s app for the popular BTS Meal. In November, the brand released its first NFT to commemorate the return of the chain’s popular McRib sandwich. Buzz around the metaverse has grown, especially as major brands enter the space in order to connect with younger audiences. Ralph Lauren and Nike took it a step further than McDonald’s, recently launching their own virtual Roblox worlds.
“We know many of our fans are part of the evolving digital world–whether that’s through gaming, NFT collecting or virtual reality—and it’s so important that we show up and meet them where they are,” Campbell wrote. “This is how we’ll continue to keep the McDonald’s brand relevant in culture, especially as the metaverse continues to grow in popularity.”