The ‘Wendyverse’ will also feature basketball and Baconators
Wendy’s is joining Meta’s Horizon Worlds platform with “Wendyverse,” a marketing-meets-gaming offering that comes as more brands are aiming to reach consumers in virtual worlds.
Starting April 2, those with a Quest 2 headset will be able to enter the metaverse activation, which is divided into two areas: Towne Square Central, home to a virtual Wendy’s restaurant, and Partnership Plaza, where players can shoot Baconators on a branded basketball court called the Buck BiscuitDome (a nod to the limited-edition menu item that is currently available). The experiences were developed through a collaboration between the brand and community creators.
Virtual experiences like “Wendyverse” are becoming increasingly popular for brands hoping to entice digitally minded—and typically younger—consumers. Jose Cuervo this week announced plans to build a distillery in Decentraland, and Miller Lite opened a bar on the same platform for the Super Bowl. Quick-service restaurants in particular have shown interest in the space as they look to integrate culture into their marketing: Chipotle and McDonald’s, for instance, have both launched virtual experiences, and Arby’s recently filed trademarks to offer virtual food and beverages.
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