On 6 June, Bandwagon Labs, the tech division of Bandwagon, partnered with McDonald’s Singapore to launch an immersive web app-based experience, ‘My Happy Place’. This initiative is a first of its kind, with a fast-food company leading an innovative venture in the metaverse.  

🎉🌟 IT’S HERE! 🌟🎉

We're thrilled to launch My Happy Place, together with McDonald's Singapore! Dive into the metaverse where fun, flavor & friendship collide. Join us for interactive games, exclusive wearables, & endless joy.

🚀🍔✨ Welcome to your happiest moments! ✨🍔🚀 pic.twitter.com/jXTtBRqjKN

— Bandwagon Labs (@BandwagonLabs) June 6, 2024

Users can look forward to numerous engaging games in the ‘My Happy Place’ metaverse, including ‘Build-A-Burger’, designing future McDonald’s restaurants, and taking part in daily challenges at the ‘Wheel of Deals’. What’s more, the metaverse seamlessly combines virtual entertainment with tangible rewards by enabling users to redeem real-life deals and prizes directly through the platform.

Research conducted by Start.io shows that 52.5% of McDonald's customers in Singapore City fall within the 25-34 years age group. The new metaverse platform is tailored to capture the interest of this tech-savvy, gaming-inclined demographic, showcasing McDonald's dedication to innovation and immersive brand experiences.

Drina Chee, Senior Director, Marketing & Digital Customer Experience at McDonald's, said, “We’re excited to launch McDonald’s Singapore’s first digital experience. Our customers can dress their avatars in McDonald’s outfits, design their dream restaurant, and win daily phygital rewards, elevating how they experience McDonald’s. Working with Bandwagon Labs has enabled us to pioneer new frontiers in digital collectibles and today a metaverse right through the McDonald’s app.”

 

 

 

 

 

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A post shared by McDonald's Singapore (@mcdsg)

Bandwagon Labs has enabled McDonald’s to create its own “in-app” metaverse land, setting it apart from most metaverse experiences that are typically hosted on third-party servers such as Roblox and Decentraland. This provides the company with full control over its virtual environment, enhancing customisation and improving data security and privacy. 

In line with Bandwagon Labs’ emphasis on seamless gameplay on any web browser-enabled device, users can conveniently gain access to the ‘My Happy Place’ metaverse through the McDonald’s app, without the need for digital wallet sign-ins. 

“It’s super exciting to have McDonald’s as the first brand using BW.LAND, our lightweight metaverse with Web3 capabilities. Our vision is to give every brand a world which delights and builds stronger connections with their customers,” Clarence Chan, Founder of Bandwagon Labs, expressed.

He continued: “Having done over 14 metaverse activations and clinching 5 industry awards since 2022, we addressed many of the pain points brands were having with existing metaverses and created a solution which can integrate natively and allow brands to engage their customer within the platforms they own. McDonald’s is our favourite brand, and we love how they have unlocked new experiences through their app! We look forward to users in Singapore stepping into the universe of fun with My Happy Place!”

Last year, Bandwagon Labs collaborated with McDonald’s in launching 2,000 unique Grimace  NFTs as limited edition collectibles. The Web3 tokengating feature will continue in its metaverse, offering exclusive wearables for Grimace Digital Collectible holders, a Secret Island for holders, and the ability to display Grimace portraits in the Restaurant of the Future.

This partnership represents a strategic investment in future customer engagement as the Web3 market advances. The collaboration aims to cultivate loyalty, drive repeat visits and establish dynamic communities within the metaverse through gamified shopping experiences and immersive elements.