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McDonald's Offers Free NFTs To Celebrate the 40th Anniversary of the McRib
The QSR brand is the latest to enter the booming NFT space, which has become increasingly popular among brands this year as a way to encourage customer loyalty and promote digital marketing creativity.
McDonald's is looking to innovate for this year’s return of the McRib, according to a recent press release. The annual occasion is known for stirring up conversation online and causing fans to scramble for one of the limited-run sandwiches — McRib devotees even created a location tracker and app to find stores selling the item last year. Now, to get people talking once again, the chain is dipping its toes into the trending NFT space.
“For the first time in the U.S., McDonald's is creating a limited number of NFTs in celebration of the McRib's 40th anniversary,” the brand stated in the press release. “For those new to the world of NFTs (like us), they are non-fungible tokens — unique pieces of virtual art that can't be duplicated. Our McRib NFTs are digital versions of the fan favorite sandwich — almost as saucy as the McRib itself — and we're giving them away to a few lucky fans on Twitter beginning Nov. 1.”
To participate, fans need to follow @McDonalds on Twitter and retweet the Sweepstakes Invitation tweet any time between Nov. 1 through Nov. 7. By Nov. 12, the brand will select 10 fans who will “receive the exclusive McRib NFT to add to their personal collection and enjoy even when it's not on the menu.”
While the NFT format started in the art world, brands have adopted it as a way to boost loyalty and satisfy die-hard fans. Burger King recently partnered with NFT marketplace Sweet for a gamified take on its new natural menu lineup, Keep It Real Meals. Taco Bell sold NFTs linked to animated gifs of tacos for $1 apiece in March and Domino’s held an NFT auction this summer as part of its strategy to revitalize 90’s mascot The Noid.
Although many experts have doubted the longevity of the NFT trend, the scarcity mindset behind the controversial format aligns well with the ongoing lore of the McRib — an elusive menu item that has (for better or for worse) been designed to keep customers talking for 40 years.
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