Not just a Metaverse campaign but making Metaverse accessible to all through Messenger bot— to drive low-funnel conversions & mid-funnel considerations.
“Marketing in the Metaverse” has only been associated with upper-funnel branding metrics. Many brands still believe that virtual experiences are just gimmicks and PR noises that drive no immediate values. Edrington excites the industry by demonstrating how virtual events can drive conversions, while maintaining Macallan’s status quo of being the trendsetter in alcohol industry.
Messenger bot was used as the virtual experiential centre for both online and offline activations.
Leveraging Messenger’s in-app browser to connect users from WebXR engagements to private event registrations—Macallan uses Messenger to bridge to the Metaverse using Messenger. A new gateway to create intimacy and exclusivity in the luxury category from orchestrating white-glove virtual experiences on mobile.
Maximised reach through Messenger+exp, as the prestige event was reserved to reward those who completed the ChatBot journey.
For whisky brands, it has been about selling the social utility that comes with the products. The consumption of whisky has historically been perceived to be a symbol of privilege through canny marketing— a self-respecting businessman drinking alone in a classy leather-filled jazz bar to project his self-worth into society.
Whisky is for everyone: Selling personalised experience instead of selling social class— the products are marketed as the catalyst of reaching a better, more sophisticated and refined life. Advertisements had to only fulfil on the human need to feel socially superior by catering not only to their consumers’ taste buds, but also to their egos.
