Crown Royal uses metaverse to connect with seltzer fans
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Oct 1, 2021
Crown Royal uses metaverse to connect with seltzer fans

At the height of the pandemic, entering the metaverse was the way for brands to reach people at home. The concept has since popped up in unlikely places as brands look to recapture interest in experiential marketing. Whisky brand Crown Royal is one, harnessing the metaverse in its campaign.

Owned by Diageo, the whisky brand’s ad features a 3D-printed immersive block party made from casts of streets from Toronto and LA to across Ukraine and Spain. Serving as the setting for the concept ‘A Whole New World of Cocktails’, the ad sees audiences whizz through the street parties, where digital avatars celebrate and buildings have been swapped for giant cans of Crown Royal 'Washington apple', 'peach tea', and 'whisky and cola'. The brand also partnered with professional gamer Erin Ashley Simon, whose avatar features in the spot. “Crown Royal has created a new world of cocktails that is really reflective of our consumer – vibrant, multi-faceted, and a lot of fun," says Nicky Heckles, Crown Royal vice-president.