best in category
VML Seattle
Partnering with the largest social network in the world, Meta, Wendy’s built an entire virtual world all about the Wendy’s brand in Horizon Worlds: the Wendyverse. We brought new meaning to “playing with your food” as users interacted with our menu items in ways only possible in virtual reality and even built a fully functional virtual Wendy’s restaurant, giving people the ability to snag real Wendy’s Nuggs in virtual reality. The Wendyverse proved to be a popular destination, becoming the #1 world in Horizon upon launch with 11.5 minutes average playtime.
Last year, Wendy’s dethroned Burger King to become the No. 2 burger chain. But the category leader, McDonald’s, still outnumbered us three to one in restaurants. That’s a problem when mealtime decisions are made impulsively and our competition has a restaurant on every block. Wendy’s challenge was to climb the ladder of consumers’ minds by getting in front of them in more memorable ways.
So how do we keep up with the scale of our competition? By going places they can’t. Enter the Wendyverse. A virtual reality world all about the Wendy’s brand. Part restaurant, part Wendy’s amusement park. What better place to reach your audience than a world where your competition can’t exist? No clutter. No competition. Just Wendy’s.
In launch weekend alone, 121,000+ minutes were spent there, becoming the #1 most visited world in all of Horizon Worlds, earning 650+ million impressions, with the #1 daily active users in all of Horizon Worlds averaging 11.5 minutes of playtime.
If you’re going to build a virtual world, then you might as well do it with the backing of the largest social platform in the real world, Meta. Therefore, the Wendyverse launched in Horizon Worlds.
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