American soda Coca-Cola partners with TMELAND (China’s first virtual social music platform under Tencent Music Entertainment) will launch a new Metaverse zone for the Coca-Cola Fan Festival.The festival gathered again this year 8 major brands, over 300 customers, several entertainers Dive deep into the digital dimension.
Accessible for the first time via Wechat mini-programs Users can create their own digital Coca-Cola avatar and explore virtual spacesIn addition to shopping in the Metaverse, you can also play a variety of games and take pictures with virtual celebrity avatars such as Coca-Cola brand spokesperson Yang Yang. To further encourage participation, Coca-Cola has created a reward system. The system allows you to buy Coke bottles offline, scan QR codes, and earn points by interacting with other users in the Metaverse.
Primarily targeting Gen Z audiences, the Coca-Cola virtual community offers countless marketing opportunities. The digital space not only breaks the time and space of traditional marketing, but also allows virtual visitors to explore anytime, anywhere. It also provides a platform for lesser-known brands to advertise and get more commercial value..
However, Coca-Cola isn’t the first brand to partner with Tencent’s virtual space. in July, TMELAND Partners with Pepsi for Virtual Concert in an immersive three-dimensional realm. In July, the entertainment group teamed up with Adidas Originals for a virtual music festival.
In the future, as technology expands, TMELAND’s mini-program aims to enable brands to update the video content and products displayed in virtual rooms. Moreover, as of 2022, there are approximately 564 million monthly active Tencent QQ users and 1.24 billion of his Wechat users. Brands can launch concerts and events in their own virtual corners to create their own metaverse environment.
Overall, Coca-Cola’s latest metaverse marketing venture demonstrates the future potential of brand experience in China. Additionally, customizing the platform’s metaverse room opens the door to new marketing possibilities for new international brands.