McDonald's Taiwan collaborated with the comic (Hunter) to launch a series of limited-edition merchandise and new meal flavors, attracting a large number of fans. From co-branded packaging to character blind card packs, and even special playing cards; the marketing strategy of McDonald's Taiwan also faced backlash from (Hunter) fans due to the indiscriminate distribution of a complete card pack to influencers, leading to outrage and a feeling of disrespect.
If McDonald's (Hunter) collaboration had 300,000 card packs as NFTs, what would be the pros and cons? What problems can it solve?
McDonald's (Hunter) collaboration 300,000 card packs gained immense popularity.
In this McDonald's (Hunter) collaboration event, the focus is on the limited 300,000 'Hunter character blind card packs.' These blind card packs contain four random character cards featuring 24 classic characters from (Hunter), plus an ultra-limited hidden character card. During the event period, purchasing any meal and adding 89 TWD allows you to receive a character blind card pack. However, the quantity is limited, with only 300,000 packs available nationwide.
The date for this McDonald's (Hunter) collaboration event is from October 23 to November 19, with the blind card pack activity officially starting at 11:00 on October 23, and the playing cards starting from October 30. Whether it's the character blind card pack or the playing cards, the quantity is limited and available while supplies last.
Image source: McDonald's PR products distributed to influencers, causing dissatisfaction
Many fans feel that the PR products for this collaboration were distributed to influencers who are unfamiliar with (Hunter) or anime culture, which made true (Hunter) fans feel ignored, and even feel that their enthusiasm was being commercialized. This 'misalignment' in PR strategy gives the impression that the brand does not truly understand its core audience.
Moreover, fans feel it's unfair that some unfamiliar influencers easily obtain a complete set of PR products while they themselves have to spend money and participate in events to blindly draw. This contrast makes loyal fans feel like they are being 'sliced', as the brand seems more concerned about commercial interests rather than respecting fan culture.
What are the pros and cons if the McDonald's (Hunter) card pack is NFT?
If McDonald's collaborates with (Hunter) and issues NFTs, it could lead to a completely new experience and business model.
Pros 1. Uniqueness and derivative use
Each card is issued in NFT form, ensuring digital uniqueness and immutability. The blind draw of NFTs allows consumers to obtain random NFT cards in a similar markup manner after purchasing McDonald's meals. Each NFT character card may have different rarity (common, rare, hidden), making the collecting process more appealing.
To further attract participants, McDonald's could design exclusive activities that only players with specific NFT cards can participate in, such as limited virtual events, online meetings, or special limited product lotteries, even qualifications for participation in online games. Additionally, NFT character cards could be combined with physical products, allowing consumers with certain specific NFTs to enjoy extra discounts or exclusive products in McDonald's stores. For example, customers with rare character NFT cards could receive free spicy McChicken nuggets or higher discounts when purchasing meal sets.
Of course, the secondary trading market is also a fundamental trait of NFTs. Consumers can buy, sell, and trade their character cards on the NFT market, which will give the cards actual market value. Certain rare cards may appreciate over time, making these digital collectibles not just entertainment but potentially an investment. McDonald's could establish an official platform or partner with a platform to allow players to showcase and trade character cards.
Pros 2. Digitalization of co-branded playing cards
Playing cards themed around (Greed Island) can also be issued as digital NFTs. These NFT playing cards can not only serve as collectibles but also allow for virtual battles or games on online platforms. Players who own these NFTs can use these cards to participate in matches on exclusive platforms, enhancing interactivity. This design combines digital collectibles with gaming, making NFTs not just a static collectible but a digital asset that can be used and experienced.
Cons 1. Acceptance of the target consumer group
Although NFTs are very popular among some tech enthusiasts and investors, the general market acceptance of NFTs remains limited. Many of McDonald's mainstream consumers may not be familiar with NFTs or may not wish to spend time learning how to participate, which could limit the range of participants in the collaboration event, leading to decreased attractiveness compared to traditional physical products.
Cons 2. Technical barriers
Using NFTs typically requires establishing a digital wallet, understanding blockchain technology, etc., which may be difficult and troublesome for ordinary users who are unfamiliar with these technologies, thereby reducing participation.
Cons 3. Investment bubble and negative image
The NFT market has previously seen rapid growth and bubble bursts, and this volatility makes large enterprises cautious about such emerging markets. McDonald's may worry that if issues arise in the NFT market, it could adversely affect its brand reputation, especially since the investment nature of NFTs could lead to some consumers losing money, which would create a negative public image.
NFT activities are prone to hype, even triggering excessive speculation, which could place a brand like McDonald's into a negative commercial atmosphere, inconsistent with its traditional food brand image. In contrast, McDonald's may prefer the event to maintain a relaxed, entertaining, and family-friendly atmosphere rather than being overly commercialized and investment-oriented.
In summary, if McDonald's (Hunter) collaboration event were conducted in the form of NFTs, it would bring a digital collection experience and more interactivity, but it also faces risks such as low consumer acceptance, high technical barriers, and potential investment bubbles. Finding a balance between innovation and brand image will be an important issue for McDonald's as it explores digital strategies in the future.
This article, 'McDonald's (Hunter) collaboration 300,000 card packs, what would be the pros and cons if they were NFTs? Can it solve the issue of indiscriminate distribution of PR products?' first appeared in Chain News ABMedia.