McDonald's "Hunter" collaboration with 300,000 card packs - what are the pros and cons if it were NFTs? Can it solve the issue of excessive PR merchandise distribution?

Taiwan McDonald's collaborated with the manga "Hunter x Hunter" to launch a series of limited edition merchandise and new flavors of meals, attracting a large number of fans. From the co-branded packaging to character blind card packs, and even special playing cards; in Taiwan McDonald's marketing strategy, the excessive distribution of complete card packs to internet celebrities as part of their public relations strategy has angered "Hunter x Hunter" fans, who feel they are not being respected.

If the 300,000 card packs from the McDonald's "Hunter x Hunter" collaboration were NFTs, what would be the advantages and disadvantages? And what problems could they solve?

McDonald's x "Hunter" Collaboration: 300,000 Card Packs Sold Out Quickly

In the McDonald's x "Hunter" collaboration event, the highlight was the limited edition "Hunter Character Blind Card Pack" of 300,000 packs. These blind card packs contain four random character cards, featuring 24 classic characters from "Hunter" and an ultra-limited edition hidden character card. By purchasing any meal and adding NT$89 during the event period, customers could receive one blind card pack. However, with limited quantities, only 300,000 packs were available nationwide.

The McDonald's x "Hunter" collaboration event took place from October 23 to November 19. The blind card pack event officially began at 11:00 on October 23, while the playing cards started distribution on October 30. The blind card packs or playing cards were available while supplies lasted.

Controversy Over PR Distribution to Influencers

Many fans expressed dissatisfaction as the PR merchandise for this collaboration was distributed to influencers who were unfamiliar with "Hunter" or anime culture. This made true "Hunter" fans feel neglected and exploited for their passion being commercialized. Such misaligned PR strategies give the impression that the brand does not truly understand its core audience.

Moreover, fans noticed that some influencers unfamiliar with "Hunter" easily obtained the complete set of PR merchandise, which felt unfair as they had to spend money and participate in events for a chance to get them. This contrast made loyal fans feel like they were being taken advantage of, with the brand prioritizing commercial interests over respecting fan culture.

What Would be the Pros and Cons If the McDonald's x "Hunter" Card Packs Were NFTs?

If the McDonald's x "Hunter" collaboration were to be in the form of NFTs, it could bring a whole new experience and business model.

Pros 1. Uniqueness and Derivative Uses

Issuing each card as an NFT ensures digital uniqueness and immutability. NFT blind packs could allow consumers to acquire random NFT cards by a similar add-on method after purchasing McDonald's meals. Each NFT character card could have different rarity levels like common, rare, and hidden, making the collection process more appealing.

To further engage participants, McDonald's could design exclusive activities that only players with specific NFT cards could participate in, such as limited virtual events, online meetings, special limited edition merchandise draws, or even qualifications for online gaming participation. Additionally, NFT character cards could be integrated with physical products, where consumers owning specific NFTs could enjoy additional benefits or exclusive items at McDonald's stores. For example, customers with rare character NFT cards could receive free spicy McChicken nuggets or higher discounts on combo purchases.

Furthermore, the secondary trading market is a fundamental attribute of NFTs. Consumers could buy, sell, and exchange their owned character cards on the NFT market, giving the cards actual market value. Certain rare cards may appreciate over time, turning these digital collectibles into not just entertainment but also a potential investment. McDonald's could establish an official platform or collaborate with platforms for showcasing and trading character cards.

Pros 2. Digitalization of the Collab Playing Cards

The poker cards themed on the "Greed Island Arc" could also be issued as digital NFT versions. These NFT playing cards could serve as collectibles and be used for virtual battles or games on an online platform. Players owning these NFTs could use them to participate in matches on an exclusive platform, enhancing interactivity. This design would combine digital collectibles with gameplay, making NFTs not just static collectibles but usable and experiential digital assets.

Cons 1. Acceptance Among Target Consumers

While NFTs are popular among some tech enthusiasts and investors, mainstream market acceptance of NFTs remains limited. Many of McDonald's mainstream consumers may be unfamiliar with or unwilling to invest time in learning how to participate in NFTs. This could restrict the range of participants in the collaboration event, decreasing its appeal compared to traditional physical products.

Cons 2. Technological Barriers

Using NFTs typically involves setting up digital wallets, understanding blockchain technology, etc., which may pose difficulties and inconvenience for regular users unfamiliar with these technologies, thereby lowering participation.

Cons 3. Investment Bubble and Negative Image

The NFT market has experienced rapid growth and bubble bursts in the past, making large corporations cautious about such emerging markets. McDonald's may be concerned that any issues in the NFT market could harm its brand reputation, especially as the investment attributes of NFTs could lead to financial losses for some consumers, creating a negative public image.

NFT activities are prone to speculation and excessive speculation, which could place a brand like McDonald's in a negative commercial environment, contrary to its traditional image of being relaxed, entertaining, and family-friendly rather than overly commercialized and investment-oriented. McDonald's may prefer the event to maintain a light, entertaining, and family-friendly atmosphere rather than a heavily commercialized and investment-focused one.

In conclusion, if the McDonald's x "Hunter" collaboration were to transition to NFTs, it would offer a digital collecting experience and enhanced interactivity, but it would also face challenges such as low consumer acceptance, high technological barriers, and the potential for investment bubbles. Balancing innovation with brand image will be a crucial issue for McDonald's when exploring digital strategies in the future.