Dive Brief:
- Wendy's has launched Wendyverse, a virtual restaurant on Meta's Horizon Worlds platform, per details emailed to Marketing Dive. Consumers with a Quest 2 headset will be able to visit the Wendyverse starting April 2.
- The Wendyverse activation includes Town Square Central, the first Wendy's restaurant in virtual reality, and Partnership Plaza, a March Madness-themed experience in the Buck BiscuitDome.
- Wendy's becomes the latest major marketer to launch an activation in the metaverse. Along with establishing a foothold on a nascent digital platform, the Wendyverse experience is part of a Buck Biscuit promotion available from April 1 to May 1 in-app or in-restaurant.
Dive Insight:
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," Wendy's CMO Carl Loredo said in a Meta blog post.
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 and cut the net following the winning shot, and takes 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 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.
