McMetaverse: Would you like an NFT with your Big Mac?

Imagine being in the metaverse and starting to feel hungry. You walk around and spot a virtual McDonald’s. You decide to order a Big Mac and fries, pay the cashier and 20 minutes later it’s delivered right to your door in real life, without you even having to remove your headset. This sounds like a practical business opportunity, and it may soon be a reality.

Virtual McDonald’s

McDonald’s is one of many brands that are eager to join the virtual reality frenzy as the company has already started mapping out what place it will hold in the virtual reality world. On February 4th, the fast-food giant tendered an application for 10 trademarks in the metaverse to the US Patent and Trademark Office (USPTO), covering both McDonald’s and McCafe. The trademark applications cover the categories of operating a virtual restaurant online featuring home delivery as well as real and virtual goods, trademarked events, and entertainment services.

This all sounds incredibly exciting yet terrifying. On the one hand, entering the world of virtual reality provides brands with the ability to reach and engage with more customers while also providing an elevating experience. Conversely, and from a consumer perspective, it is going to revolutionize the way in which we socialize and live our daily lives.

McDonald’s Enters the Metaverse

Though this is not the first time that McDonald’s is teetering into the world of virtual reality. In November of last year, the brand celebrated the temporary return and 40th anniversary of its McRib with the launch of limited edition Non-Fungible Tokens (NFTs) which were awarded to 10 fans or customers participating in the promotional campaign. Those interested were simply required to follow McDonald’s account on Twitter and retweet the invitation post during the first week of November. This campaign was a way of creating excitement about the product’s temporary return and limited availability and proved to be successful as nearly 93,000 users had retweeted the brand’s invitation by its end. Now, that’s good marketing.

Capitalizing on the Trend

The metaverse is a virtual reality world that allows users to work, meet, game, and socialize in a 3D space. As users begin to flock and spend more time in the metaverse, companies are beginning to understand the importance of brand relevance in this virtual universe and view the metaverse as a space that offers marketing opportunities in which they can provide customers with more personalized and interactive experiences. While users engage directly with brands, these brands will be able to understand their customers better and develop meaningful and lasting relationships with them.

The Future of the Metaverse

With advances in technology, the metaverse’s application in marketing is limitless. This space offers customers unique experiences and interactions at an affordable price and as the adoption of the metaverse increases, it will likely be the best channel for customer engagement. And with further improvements, who knows what additional possibilities and capabilities will be developed that can connect us all even more.

A Virtual Age

The digital age is moving toward a “virtual age.” And as we enter a new world designed to keep us consumers amused, long gone are the days where children would spend hours in McDonald’s PlayPlace and adults would converse over morning coffee and breakfast sandwiches. Soon, we can do all of this from the convenience of our homes. But personally, I think I’ll skip the virtual McDonald’s and take my Big Mac in real life, thanks.