Quick-serve burger chain Wendy's announced that it has expanded Wendyverse, its virtual reality platform located within Meta's Horizon Worlds. The new expansion, called 'Sunrise City,' will consist of a virtual breakfast realm where customers can explore a 3D breakfast-themed environment and participate in promotional "quests."
Specific elements of Sunrise City include a breachable castle, flying biscuits, and bridges built from bacon. In terms of activities, customers will be invited to partake in tightrope jousting, biscuit tossing, and a unique potato-themed paragliding game.
"It can be tough to balance brand objectives and consumer interests. At Wendy’s, we strive to create branded entertainment—so every branded touchpoint serves the consumer first by enhancing the experience, rather than distracting or detracting from it," said Carl Loredo, Wendy’s Chief Marketing Officer.
Breakfast-Themed Metaverses
Wendy's Expands Wendyverse with the Debut of 'Sunrise City'
Trend Themes
1. Virtual Reality Promotions - Businesses can leverage virtual reality to create immersive branded experiences that enhance customer engagement.
2. Gamification of Marketing - Incorporating game elements into marketing campaigns can increase customer participation and incentivize action.
3. Themed Environments - Creating themed environments, virtual or physical, can provide customers with unique experiences that differentiate from competitors.
Industry Implications
1. Fast Food - Fast food chains can incorporate immersive virtual reality environments to promote menu items and engage customers beyond traditional advertising methods.
2. Entertainment - Theme parks and other entertainment venues can utilize immersive technology to create new attractions and enhance existing ones.
3. Marketing and Advertising - Marketing and advertising agencies can create virtual reality experiences as part of their campaigns to increase engagement and differentiate from competitors.