McDonald's cross-border cooperation to tackle the festival market
Global fast-food giant McDonald's recently announced that it will launch a joint collaboration with the well-known Web3 brand Doodles to launch a limited series of festive products with the theme of "GM Spread Joy". This wave of cooperation will not only launch limited edition co-branded cups in more than 13,500 stores across the United States on November 18, but also integrate digital collections and interactive experiences to bring consumers a unique cross-border experience.
Source: McDonald's McDonald's has launched a joint collaboration with the well-known Web3 brand Doodles to launch a limited series of festive products with the theme of "GM Spread Joy"
Tariq Hassan, chief marketing officer of McDonald's, said: "We chose to partner with Doodles not only because they play a role as a reformer in the cultural industry, but more importantly because they have transcended the scope of digital assets and developed into a company with a loyal community. Entertainment brand. "This cooperation further highlights McDonald's brand strategy of continuous innovation and closeness to young consumer groups.
The pink design incorporates festive elements, creating a craze for digital collections
This limited-edition co-branded cup uses pink and pink blue as the main colors, integrating festive scenes and Doodles’ iconic hand-painted style, which will add a colorful touch to the festive dining experience. McDonald's has further integrated digital experience, allowing consumers to enjoy the fun of "opening card packs" through the app, simulating the fun experience of collecting cards. Consumers not only have the opportunity to obtain exclusive digital accessories and animation content, but also experience the new single "Good Mornin" produced by well-known musician Pharrell Williams and sung by singer Marley Bleu. The song was inspired by Internet culture and "GM" memes, demonstrating the brand's deep understanding of contemporary pop culture.
Source: McDonald's McDonald's combines digital experience to allow consumers to enjoy the fun of "unpacking card packs" through the app, simulating the fun experience of collecting cards.
It is worth noting that McDonald’s released a mysterious animated trailer on social platform X on November 13, which immediately triggered a trading boom in the Doodles NFT market. This collaboration not only brings topicality to McDonald’s, but also injects new vitality into the Doodles community.
Doodles officials also said when forwarding: "The Doodles community is about to usher in greater growth." This joint event will launch the#GMSpreadJoychallenge through social platforms such as TikTok and Instagram to further expand the brand's influence.
Join forces to create new brand value
Doodles was originally an NFT project on Ethereum and was designed by artist Scott "Burnt Toast" Martin. A total of 10,000 generative avatars have been issued and the current market value reaches US$64 million. Since its launch on the OpenSeas platform in October 2021, Doodles has quickly become a popular NFT project. By mid-June 2022, its secondary market sales have exceeded US$500,000, and it has successfully invited pop music superstar Pharrell Williams to serve as the brand’s chief brand officer.
In September 2022, Doodles completed a new round of financing at an enterprise valuation of $704 million. In March 2023, the brand announced its transformation into a media brand and has successively cooperated with well-known brands such as Adidas, Arizona Iced Tea and Crocs. In September this year, Doodles launched its first animated film (Dullsville and the Doodleverse), inviting rappers Lil Wayne, Coi Leray and Lil Yachty to participate in dubbing, demonstrating its diverse development capabilities.
Leading the wave of digital innovation
This cooperation is of great significance to McDonald's and represents an important step for the brand to deepen the application of digital assets in the US market. As early as 2021, McDonald's launched McRib-themed NFTs to demonstrate the brand's forward-looking vision in using digital assets to build customer loyalty. In markets outside the United States, McDonald's has also launched an NFT of its purple mascot, the milkshake brother "Grimace", and launched a metaverse game "My Happy Place" on the Ethereum gaming platform The Sandbox to pay tribute to its classic product chicken nuggets.
It is worth mentioning that Doodles cooperated with Adidas, the leading sports brand, to launch a virtual product package earlier this year, giving buyers the opportunity to obtain limited physical clothing. The limited-edition festive series launched in partnership with McDonald's not only injects new vitality into the brand, but also demonstrates the determination of traditional enterprises to embrace innovative technology and set a new example for the digital transformation of the catering industry.
『Debut on 11/18! McDonald's joins hands with Doodles to launch joint cup, super cute design first exposed" This article was first published in "Crypto City"
