META LITE BAR
The biggest beer brand on Earth, AB-InBev blocked us from advertising in the Super Bowl. We said “cool, hold our beer” and went on to become the most talked about beer brand during the Super Bowl, with a budget just 3% of what they spent on a single $7 million ad.
How? By going to the one place their lawyers couldn’t stop us: The Metaverse. While there, we did a couple things no brand had ever done before.
THE BAR
First, we custom-built the Metaverse’s first branded bar. It wasn’t the most attended experience in Metaverse history by accident. We made it the most directly accessible metaverse experience to a global online audience — sending thousands of people to this foreign digital realm for the very first time, increasing awareness via simple, direct links posted to social from us and influencer partners. Within, we created a quest that allowed you to explore the bar and everything it had to offer, including a mechanical bull and even digital toilets. We also had a digital tap that rewarded you in real beer.
THE BIG GAME SPOT
Then we aired the first ever Super Bowl ad from the Metaverse inside our bar. The spot poked fun at just about everything: overused Super Bowl tropes, the absurdity of the Metaverse, and even ourselves for going to this strange digital land in what was a clear attempt to get press. The response was astounding. Our virtual bar became the most attended branded event in Metaverse history with over 154 days of total time spent inside our ad - average visitor spending 20 minutes. At peak our traffic even crashed Decentraland’s servers. Although the activation took place in the Metaverse, the results delivered IRL — becoming the most purchased light beer during the week of the Super Bowl, gaining our highest brand share in the past five years, and gathering 1.5 Billion earned media impressions.
