Wendy’s is getting in on the metaverse bandwagon with its Wendyverse activation on Meta’s Horizon Worlds platform.
Marketers have rushed to make their mark in the nascent digital space that bridges augmented, virtual and real worlds. The QSR chain is no stranger to embracing new digital platforms, especially around gaming, and was an early mover on Fortnite and Twitch.
“For years, we’ve been meeting our fans in unexpected ways and places with our unique approach to social media, gaming and engagement,” said Wendy’s CMO Carl Loredo.
.The Wendyverse looks to establish a virtual Wendy’s and an experience timed to March Madness in Horizon Worlds. The basketball-themed experience lets Quest 2 users storm the court, shoot half-court shots, cut the net following the winning shot, and place in the Buck BiscuitDome, which features ads about the chain’s Buck Biscuit promotion that looks to boost breakfast sales both in-app and on-premise.
Created by Wendy’s, Horizon Worlds creators and agencies VMLY&R, Spark and Creative Shop, the Wendyverse is a major play by Meta to connect brands and consumers in the metaverse. The metaverse is a key focus for the company formerly known as Facebook, which rebranded in October 2021 to reflect the change in priorities.
Other QSR chains have headed to the metaverse to get in on the buzz around the space, especially around holidays and special occasions. Chipotle hosted a virtual restaurant on Roblox last Halloween, and McDonald’s celebrated Lunar New Year with a custom experience available on various platforms.