A study predicts that in the next 5 years, people will spend an average of 4 hours a day engaged in virtual experiences, leading to a disconnection from real-life experiences. Magnum wanted to remind people of the joy of indulging in real pleasure and create a memorable brand experience that would resonate with consumers.

We began the #NotAvailableInMetaverse movement to encourage thousands of avatars to break free from the metaverse and indulge in the taste of real ice cream in the tangible world. Our campaign was kicked off with a beautifully short film about a virtual avatar, who uses VR goggles to escape to reality in search of authentic pleasure.

After sharing her story, we invited people to follow in her footsteps and experience the joys of real-life experiences. As part of our campaign, we also developed the first-ever virtual VR goggle as a wearable on Ready Player Me. This innovation allowed over millions of users to customize their avatars and receive a code for a real Magnum ice cream in the physical world.

Magnum had to think outside the box. We had to find a way to tap into a space where people are spending more and more time - the metaverse. So that's exactly what we did. But not to get lost in the metaverse, we entered with a purpose: to bring people back to reality and remind them of the simple pleasures of life.

Magnum's mission is to encourage everyone to pursue what brings them pleasure, whether in the real world or the virtual one. With our ice cream metaverse campaign, we aimed to break through the digital noise and promote the importance of real-life experiences. By providing virtual reality experiences that culminated in tangible real-world rewards, such as a real Magnum ice cream, we bridged the gap between the virtual and physical worlds and reminded people of the joy that comes with engaging in authentic experiences.

Magnum's ice cream metaverse campaign execution included the development of the first-ever virtual VR goggle wearable, available on Ready Player Me, that could be used inside the metaverse. This platform allowed over 65 million users to customize their avatars and receive a code for a real Magnum ice cream in the physical world.

As part of our campaign, we also took a unique approach to our influencer selection. Rather than choosing popular influencers, we collaborated with renowned virtual influencers like @oseanworlds and @yameiionliine who aligned with our message of breaking free from the virtual world to experience real-life pleasures. These influencers took a break from their social communities and put on the VR goggles themselves, endorsing our campaign by sharing their experiences of breaking free from the metaverse and indulging in the real world with a Magnum ice cream.

By partnering with virtual influencers who embodied our campaign's message, we were able to reach a wider audience and inspire more individuals to disconnect from the virtual world and reconnect with the tangible world."

In just one week, Magnum's ice cream metaverse campaign achieved outstanding results. With a social reach of 363 million, the campaign generated over 7.8 million impressions and 62,701 live views. The campaign also made a significant impact on the metaverse world, as we managed to hack into 14 different metaverses. By partnering with renowned virtual influencers, such as @oseanworlds and @yameiionliine, who embodied our message of breaking free from the virtual world, we were able to reach a wider audience and inspire more individuals to disconnect from the metaverse and indulge in real-life pleasures, like the delicious taste of Magnum ice cream. Our innovative approach to influencer selection, coupled with the development of the first-ever VR goggles to use inside the metaverse, made our campaign stand out and achieve unprecedented success.v