McDonald's Taiwan collaborated with the manga "Hunter x Hunter" to launch a series of limited-edition merchandise and new menu items, attracting a large number of fans. From the collaboration packaging to the character blind box packs, they even had special playing cards; McDonald's Taiwan's marketing strategy also caused outrage among "Hunter x Hunter" fans due to the excessive distribution of the full set of card packs to influencers, which they felt was disrespectful.
Assuming that the 300,000 "Hunter x Hunter" card packs from McDonald's are Non-Fungible Tokens (NFTs), what would be the advantages and disadvantages? And what problems could it solve?
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ToggleThe 300,000 'Hunter x Hunter' card packs from McDonald's gained immense popularity
The focus of this McDonald's and "Hunter x Hunter" collaboration was the limited-edition 300,000 "Hunter x Hunter" character blind box packs. These blind box packs contain four random character cards, covering 24 classic characters from "Hunter x Hunter", plus one super-limited hidden character card. During the promotion period, customers could obtain one character blind box pack by purchasing any meal and paying an additional 89 NTD. However, the quantity was limited to 300,000 packs nationwide.
The McDonald's and "Hunter x Hunter" collaboration promotion period was from October 23 to November 19, with the blind box pack promotion starting at 11:00 am on October 23, and the playing cards starting from October 30. The character blind box packs and playing cards were marketed as limited in quantity and sold out.
The excessive distribution of PR items to influencers caused dissatisfaction
Many fans felt that the collaboration merchandise PR items were distributed to some influencers who were unfamiliar with "Hunter x Hunter" or anime culture, making the true "Hunter x Hunter" fans feel ignored and that their enthusiasm was being commercialized. This "misaligned" PR strategy gave the impression that the brand did not truly understand its core audience.
Furthermore, fans saw some influencers who were unfamiliar with "Hunter x Hunter" easily obtain the full set of PR items, which they felt was unfair, as they themselves had to spend money and participate in activities to blindly draw the packs. This contrast made loyal fans feel like they were being "milked", as the brand seemed more concerned with commercial interests than respecting fan culture.
If the 'Hunter x Hunter' card packs from McDonald's were NFTs, what would be the advantages and disadvantages?
If McDonald's and "Hunter x Hunter" collaboration were to be issued in the form of Non-Fungible Tokens (NFTs), it could bring a completely new experience and business model.
Advantage 1: Uniqueness and derivative uses
Each card would be issued as an NFT, ensuring digital uniqueness and immutability. The blind draw of NFTs could allow consumers to obtain random NFT character cards after purchasing McDonald's meals, similar to the current price increase. Each NFT character card may have different rarity levels (common, rare, hidden), making the collection 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 raffles, and even participation eligibility for online games. Furthermore, the NFT character cards could be combined with physical products, and consumers who own certain NFTs could enjoy additional discounts or exclusive products at McDonald's stores. For example, customers holding rare character NFT cards could receive free Spicy Chicken McNuggets or higher discounts when purchasing meal sets.
Advantage 2: Digitalization of the collaboration playing cards
The limited-edition playing cards from the McDonald's and "Hunter x Hunter" collaboration could also be issued as NFTs. This would allow for the digital ownership and trading of the cards, as well as the potential for additional utility and derivative uses. For instance, holders of rare or special NFT playing cards could gain access to exclusive online tournaments, virtual card games, or even physical events and merchandise.
Disadvantage 1: Acceptance by the target consumer group
The adoption of NFTs by the target consumer group, which may include younger fans of "Hunter x Hunter" and McDonald's customers, could be a significant challenge. Some consumers may be unfamiliar with or hesitant to engage with NFT technology, which could limit the overall success of the collaboration.
Disadvantage 2: Technical barriers
Implementing the NFT-based system for the "Hunter x Hunter" collaboration would require significant technical expertise and infrastructure. McDonald's would need to ensure a seamless user experience, secure storage and trading of the NFTs, and integration with their existing systems and platforms. These technical hurdles could pose challenges and increase the complexity of the project.
Disadvantage 3: Investment bubble and negative image
The recent hype and speculation around NFTs have led to concerns about an investment bubble and potential negative perceptions. If the "Hunter x Hunter" NFT collaboration is not executed carefully, it could be seen as a purely speculative venture, potentially damaging the brand's image and alienating some consumers who are wary of the NFT market.
Of course, the secondary trading market is also a fundamental attribute of Non-Fungible Tokens (NFTs). Consumers can buy, sell, and exchange the character cards they own in the NFT market, which will give the cards actual market value. Certain rare cards may appreciate in value over time, making these digital collectibles not only for entertainment, but also potentially an investment. McDonald's can establish an official platform or a cooperative platform to allow players to display and trade their character cards on it.Advantage 2. Digitalization of co-branded playing cards
The playing cards themed on "The Greedy Island" can also be issued as digital NFT versions. These NFT playing cards not only can be collected, but also can be used for virtual battles or games on online platforms. Players who own these NFTs can use these cards to participate in matches on a dedicated platform, enhancing the interactivity. This design will combine digital collectibles with gameplay, making NFTs not just static collectibles, but digital assets that can be used and experienced.
Disadvantage 1. Acceptance of the target consumer group
Although Non-Fungible Tokens (NFTs) are very popular among some tech enthusiasts and investors, the general market's acceptance of NFTs is still limited. Many of McDonald's mainstream consumers may not be familiar with NFTs or willing to spend time learning how to participate. This may limit the scope of participants in the co-branded activities, resulting in a decrease in the attractiveness of the activities compared to traditional physical products.
Disadvantage 2. Technical barriers
Using Non-Fungible Tokens (NFTs) usually requires setting up a digital wallet and understanding blockchain technology, which may be difficult and inconvenient for ordinary users unfamiliar with these technologies, thereby reducing their participation.
Disadvantage 3. Investment bubble and negative image
The Non-Fungible Token (NFT) market has experienced rapid growth and bubble bursts in the past, and this volatility makes large companies cautious about this emerging market. McDonald's may be concerned that if problems arise in the NFT market, it could adversely affect their brand reputation, especially since the investment nature of NFTs may cause some consumers to lose money, leading to negative public perception.
Non-Fungible Token (NFT) activities are easy to hype and even lead to excessive speculative behavior, which may plunge McDonald's, a traditional food and beverage brand, into a negative business atmosphere, which is inconsistent with its family-friendly brand image. In comparison, McDonald's may prefer to keep the activities in a relaxed, entertaining, and family-friendly atmosphere, rather than being overly commercialized and investment-oriented.
In summary, if McDonald's "Hunter" co-branded activity is carried out in the form of Non-Fungible Tokens (NFTs), it will bring a digital collecting experience and more interactivity, but at the same time it also faces risks such as low consumer acceptance, high technical thresholds, and potential investment bubbles. How to balance innovation and brand image will be an important issue for McDonald's to explore in its future digital strategies.
