Bringing people together
You can do a lot of things in the metaverse, but sharing a real drink with a friend is not one of them. Yet, Heineken decided to embrace the concept by building a virtual brewery, taking their community on a learning journey and winning Cannes Lions awards in the process.
“Knowing that the beer was more to the pallet of Gen Z, our marketing strategy was leveraging the metaverse. Before the availability of the physical product, they were already able to experience Heineken Silver in a more immersive way than ever before” Rob van Griensven, Global Digital Director, Heineken