Digital Transformation Brand Strategy

Volkswagen steps into the metaverse with an NFT treasure hunt

By John Glenday | Reporter

Volkswagen

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Metaverse article

April 4, 2022 | 3 min read

Volkswagen South Africa has launched an integrated metaverse campaign to promote the safety and intelligence features of its latest Polo model, the IQ.DRIVE.

Fusing the world of online gaming with reality, ‘Game On’ brings interactive storytelling to life via a treasure hunt for hidden NFTs waiting to be discovered by fans on social media. The first to uncover the secrets will be rewarded with a selection of real and virtual prizes, including a PS5 and tuition by the Volkswagen Advanced Driving Academy.

metaverse

The campaign has been localized for the South African market with recognizable Johannesburg street scenes populated by avatars

Dovetailing with the inclusion of Polo GTI in the Gran Turismo 7 racing game, the contest invites the discovery of a constellation of 100 NFTs collectively dubbed the ‘Mzansiverse.’ The campaign has been localized for the South African market with recognizable Johannesburg street scenes populated by avatar players.

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Bridget Harpur, head of marketing for Volkswagen Passenger Vehicles, said: “We’re very proud of this gamified and immersive campaign as it delivered unprecedented consumer impact, while propelling Volkswagen and its audience into a new world. It’s not just watchable – it’s playable. And it’s a great example of the intersections of engagement and entertainment.”

Executive creative director Camilla Clerke, from Ogilvy South Africa, added: “In the age of ‘skip ad’ and adblockers, this innovative campaign has inspired thousands of consumers to not only watch our advertising, but to engage with it frame by frame by frame for five consecutive days – while also turning their social feeds into free ad space for the new Volkswagen Polo as they shared screenshots of the campaign.”

The metaverse has become the front line of a new gold rush from brands from ITV to Facebook.

Digital Transformation Brand Strategy

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