iFood is the largest Brazilian delivery app, known for being where you find your favorite restaurants without having to leave the house. With a complex ecosystem, it is present in thousands of cities, connecting restaurants, delivery services and consumers.

In mapping the main communities who most use iFood, we discovered a social behavior that created an opportunity: 9 out of 10 gamers order delivery to enjoy while they’re gaming, and iFood is the delivery app used by 81.7% of the gaming community. The problem is that this establishes a completely functional connection, limiting the interaction with the brand to when they’re hungry.

We needed to create a more emotional connection with the gamer community and make iFood a lovebrand.

We identified the growth of an alternative gamer culture in one of the most mainstream games in the world: RP (RolePlay) of GTA5. A metaverse experience in fictitious cities created and administrated by the community itself. Cidade Alta is the main RP metaverse in Latin America, which is why we chose it as our partner to dive into the metaverse.

iFood entered the game and the game entered iFood: we were the number one delivery app for deliveries in both real and virtual cities. We brought our entire ecosystem to the Cidade Alta metaverse, where players could be delivery persons, order food from the supermarket through the app and even order a snack in real life from the most popular fast-food joint in the virtual city.

The strategy was developed to be as interesting for the gamer who is playing as it is for those watching someone else play.

Avalanches is a fast-food joint exclusive to Cidade Alta and therefore well-known in the community. We started to create a buzz in the news that it was closing due to business problems. After a few days, it was revealed that Avalanches had reopened under new management and was now available for delivery through iFood.

Throughout the first month of the launch, every Wednesday was #iFoodNoGame day where we challenged 20 of the biggest streamers in Brazil to livestream their experiences of making metaverse deliveries and receiving real Avalanches deliveries while they played. During the transmissions, discount coupons for iFood were distributed.

The execution occurred in an orchestrated manner so that all the points of contact contributed to the experience. It took over three months of development to replicate all the dynamics of the app in the metaverse and bring the restaurant Avalanches into the real world.

In Game Activation: metaverse representing iFood's ecosystem.

Hero Film: how iFood joined the game and how the game joined iFood.

Influence Strategy: using famous streamers to promote the activation.

In Game Voucher Strategy: exposing the brand to acquire new customers.

Avalanches Pop-up Store on iFood App: virtual burgers now in real life.

The campaign was a success!

+33 million total impacts

+20 million organic reaches

+120,000 people during a single live

+127,000 new iFood users

+87% positive comments on social media

+14,000 deliveries made in the metaverse