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McDonald’s Italy has officially dived into the world of non-fungible token or NFT by working with Italian artists to celebrate the launch of Triple Cheeseburger in its stores. With the debut of the said new sandwich, the fast-food chain has picked three artists to curate 300 digital collectibles.
Customers can participate in the promo and win one of the digital art created by the chosen artists. Apparently, the launch of the Triple Cheeseburger at McDonald’s Italy has turned into an occasion that led to the NFT project as the emerging artists participate in it.
In a report, the three artists have been identified as Daniele Tozzi, who specialized in calligrams; Serena Gianoli, an illustrator; and Nicola Laurora, a designer. All of them are said to have experiences in the local “Level Up” concept, which was also the inspiration for the creation of McDonald’s Italy’s Triple Cheeseburger, thus they were the perfect pick.
The works of the three artists will be on display at OpenSea NFT marketplace which is the biggest NFT platform today. Their art will be reproduced with 100 copies each so there will be a total of 300 NFTs to be given away to customers through a contest.
To win an NFT from McDonald’s Italy, customers just need to buy the Triple Cheeseburger through the restaurant’s app from March 12 to April 5. The receipt from the purchase will come with a special code that should be entered in a dedicated section on the app. Customers can instantly see if they won any NFTs.
It should be noted that customers must have a digital wallet as this is where the NFT will be transferred. The winners can then choose to keep the digital artwork they won from McDonald’s Italy or they can also sell it if they want.
“We look at the NFT world with the aim of diversifying and innovating the experiential offer dedicated to our younger customers, always one step ahead in identifying new trends. We are proud to have been the first in the industry to have grasped the potential of NFTs, investing in the talent of young artists and making it accessible to all,“ Moeara quoted McDonald’s Italia’s chief marketing officer, Raffaele Daloiso, as saying in a statement.
He added, “An experience close to the principles of accessibility and inclusion that have always characterized our brand and consistent with the values of welcoming and listening to consumers.”
