McDonald’s Singapore Launching 2,000 Grimace NFTs
Milestone Date: August 15, 2023
McDonald’s lovers have the chance to mint a limited edition Grimace non-fungible token (NFT) for free via the McDonald’s app during the week of August 21. The digital collectibles are being produced with the assistance of the Singapore-based metaverse service provider Bandwagon Labs and NFT artist The Hidden Walls.
This NFT collection comes a month after the Grimace Shake (a berry-flavored milkshake to celebrate the character’s 52nd birthday) went viral on TikTok.
As is usually the case with NFT programs from big global brands, the enterprise in question typically looks to connect a customer identity with the wallets that hold the brand’s NFTs. So, while one needs a MetaMask or other digital collectibles-enabled crypto wallet available through Web3auth for the Grimace NFTs, they also need the McDonald’s app. Only one redemption is available per McDonald’s account (easily done since the process is tied to the McDonald’s app, which in turn is tied to the customer’s account). And surprisingly, the NFT cannot be traded or transferred by virtue of the NFT’s “soulbound” nature. McDonald’s plans for the lucky holders to have access to special perks in the future (not unlike what other brands such as Adidas and Lacoste are doing).
“Grimace holds a special place in the hearts of many of our superfans, and this initiative allows us to evolve the character from nostalgic memories to love for all generations,” said McDonald’s Senior Director Drina Chee.
To celebrate the launch, McDonald’s Singapore hosted a giveaway on Instagram—the first 50 people who sent the account a direct message would win early minting access (and it “sold out” immediately).
This launch presents an innovative and agile response from an enterprise to the virality of positive brand-specific trends happening on social media.
By Elizabeth Morrison
Published:August 15, 2023
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