McDonald's recently announced its entry into the metaverse with "McNuggets Land," a virtual experience within The Sandbox. While the CEO of The Sandbox expressed excitement about collaborating with a global brand like McDonald's, some skeptics question whether these branded metaverse activations truly offer value or are just gimmicks. The Sandbox has already hosted various big brands like Adidas, Atari, and Gucci, creating virtual worlds and experiences. Compared to its rival, Decentraland, The Sandbox is often regarded as more user-friendly and enjoyable. However, for individuals not directly involved in covering Web3 topics, the question remains: is there a compelling reason to visit The Sandbox? Brands have been experimenting with activations in metaverses for some time, ranging from Snapple opening a bodega to Taco Bell hosting a metaverse wedding. However, the integration of food and drink in these experiences raises questions about their purpose, as participants cannot actually eat, drink, or sense anything in the metaverse. Recent examples include 7-Eleven offering free Slurpee non-fungible tokens (NFTs) on their annual 7/11 day and snack brand Slim Jim launching the "Meataverse" and distributing free "GigaJim" NFTs. While these activations generated initial enthusiasm on social media, they quickly faded into obscurity, with limited discussion or NFT trading activity within a couple of weeks. Moreover, the current environment of Securities and Exchange Commission (SEC) crackdowns and the ongoing crypto winter has led to a shift in venture capital money from the metaverse to AI. Even major players like Disney have shuttered their metaverse ventures, making the timing of brand involvement in Web3 questionable. For brands like McDonald's to succeed in Web3, they must offer more compelling reasons for engagement than what McNuggets Land currently provides. A more successful example is Starbucks' Odyssey, the coffee company's Web3 loyalty program, which ties virtual rewards and digital collectibles to customers' real-world behaviors (e.g., buying coffee in their physical stores). This approach creates a sense of community and provides valuable feedback for future improvements. In conclusion, while McDonald's entry into the metaverse with McNuggets Land may attract attention, it raises questions about the actual value it brings to users. As the metaverse landscape evolves, brands must go beyond gimmicks and provide meaningful experiences that align with users' existing behaviors and offer tangible benefits to gain lasting success in Web3.