McDonald’s promotes limited-edition meal deal with 'virtual universe'
McDonald's is bringing McDonaldland back — but this time it's in the digital universe.
The fast-food giant is introducing a new version of its McDonaldland promotional concept that is quite different from the 1970s version featuring costumed TV performers. Starting Tuesday, Aug. 12, the chain will roll out “McDonaldland VR,” an interactive digital experience launching alongside its new limited-time "McDonaldland Meal," which will be on McDonald’s menu for a limited time this summer. (The meal features a milkshake with what the company describes as a “surprise flavor,” choice of a Quarter Pounder with Cheese or 10-piece Chicken McNuggets, fries and one of six exclusive collectible tins featuring postcards, stickers, and more. ).
Inside McDonaldland VR, customers can virtually interact with fully animated avatars of McDonald’s promotional characters such as Grimace, Hamburglar and Birdie.
Users can also play interactive mini-games, explore themed virtual worlds such as the Hamburger Patch, search for hidden digital collectibles such as Mt. McDonaldland Shake icons and various Easter eggs throughout the virtual world, and complete quests to unlock in-game wearables like the Mayor McCheese Hat, Burger Buddy Backpack and Ronald McDonald's Guitar.
McDonaldland VR will be available on Meta Horizon Worlds via the Meta Quest VR headset and via browser-based Web VR access.
McDonald's media agency Admerasia developed McDonaldland VR.
McDonald’s expands metaverse presence
This new immersive virtual experience is not McDonald’s first foray into metaverse marketing. In 2022, the retailer launched “Camp McDonald’s,” a virtual summer camp experience accessible via its consumer app.
[READ WORLD: McDonald’s takes you to summer camp – via smartphone]
In addition to special offers on real-world menu items, Camp McDonald’s also featured exclusive virtual concerts by musicians including Bibi, Omar Apollo, Blackbear, and headliner Kid Cudi. Other key features included limited-edition merchandise collaborations and product releases.
More recently, the retailer, which first launched its MyMcDonald’s Rewards program in 2021, partnered with social media platform Snapchat to offer MyMcDonald’s rewards members a free one-month Snapchat+ subscription.
Snapchat+ provides members access to exclusive, experimental and pre-release features including customizable app icons, chat wallpapers and AI bitmoji pets. MyMcDonald’s Rewards members in the U.S. were able to exchange points to redeem a one-month Snapchat+ subscription.
This collaboration marked the first time McDonald’s offered a digital subscription service as a redeemable reward.
Based in Chicago, McDonald's operates more than 40,000 locations in over 100 countries. Approximately 95% of McDonald's restaurants worldwide are owned and operated by independent local business owners.
