Heineken Silver Launch
To launch its huge new beer Silver, Heineken wanted to champion what's real. And this came at a time where the metaverse was being touted as the new way to live. But the metaverse isn't real. You can't drink a beer in the metaverse. And so, Heineken asked us to help them subvert the rush to the virtual for its Silver launch and show that when it comes to beer, IRL beats URL every time.
The Big Idea
It all began with a spoof, satirical launch of the new beer in the metaverse itself. Billed as the first entirely virtual beer, the announcement poked fun at food and drinks brands that had set up shop in the metaverse, promising no calories, no ingredients and no beer.
Next up, we put the meta in metaverse by creating what was essentially the world's worst pub: a real-world recreation of a metaverse bar, where guests can't actually drink anything. This point was made in a video-game style space with all guests served pixellated, plastic pints. And just to dial up the absurdity to 12, we had everyone wearing completely functionless headsets. But the IRL metaverse bar was only the beginning. Hidden away was a portal to another space that embraced the real world: a giant Heineken Silver party in the heart of London serving real beer and buzzing with real people enjoying real experiences.
More than 70 pieces of coverage including 11 nationals, from the BBC to the Sun and Conde Nast Traveller. Hundreds attended the launch event, including nearly 50 journalists and influencers sharing content with their fans. Overall we exceeded our targets by 100% and helped Heineken make its biggest beer launch in recent memory a massive success.
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