Modern Marketing Brand Strategy

Wendy’s metaverse kingdom grows with ‘Sunrise City’

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By Webb Wright | Junior Reporter

June 15, 2022 | 3 min read

Wendy’s is expanding its virtual kingdom. Today, the restaurant chain launched a new, branded experience in the metaverse called ‘Sunrise City,’ an extension of the brand’s Wendyverse activation, which launched back in April. The new virtual experience is “a breakfast-lover’s playground, complete with a breakfast-themed obstacle course,” according to a statement from Wendy’s.

The brand’s full description of Sunrise City – which, like the rest of the Wendyverse, is accessible via Meta’s Horizon Worlds platform – makes it sound like a blend between a medieval fantasy novel, a classic arcade game and a panoply of brand marketing. Visitors to the virtual landscape will be challenged to “reach the top of Wendy’s breakfast castle as teeter-tottering bacon bridges and flying biscuits await,” per the brand. A number of other virtual adventures will be on offer, including “paragliding on a floating breakfast potato.”

Wendy’s new metaverse activation is also tied directly into some incentives that can pay off IRL. Customers “can snag a free breakfast sandwich via the app with purchase through June 30, which can be claimed online at wendyverse.com,” according to a statement from the brand.

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The Sunrise City Castle in Horizon Worlds / Ketchum

Wendy’s has been leaning heavily into the metaverse as a space for connecting with a younger audience, marketing itself as a future-oriented brand, and building communities. In addition to the launch of the Wendyverse, the brand also launched its own game mode called ‘Food Fight’ in the beloved online video game Fortnite back in 2019.

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