In Mexico young people are constantly creating and exploring new things and have changed the way they consume alcohol: with a low percentage of it and mixing 1 in 3 beers with sweet and spicy flavors; growing 203% in value the segment of premixed beers in the last 5 years, to which Vicky's belong.

But the COVID-19 lockdown took away the fun experienced in the streets: parties, friends, dancing and beers. As some (18%) did not believe in the virus, they risked attending clandestine parties, while others immersed themselves in the digital entertainment available 24/7.

So, brands inside and outside the category tried to attract them with online concerts, so Vicky's needed to differentiate itself with its brand message: created with neighborhood codes for all the "Children of the Mix" and innovate and help grow sales of a relatively new portfolio in a complex context.

We created the Metaverse Underground Party, the first festival in the metaverse of urban music with popular artists of the moment (Rosa Pistola, Santa Fe Klan, Gera Mx, Dj Guapis, Uzielito Mix Tomasa del Real and sound the Changa), recreated a real-life enclosure, which allowed people to choose a personalized avatar to enjoy the experience created by the Vicky's.

Using the technological entertainment boom in our favor and after more than 50 hours of technological development, we designed a space that transferred codes from the Mexican neighborhood to the virtual world, taking as inspiration from street stalls, the city's subway and the neighborhood.

Vickys’ brand was created with the codes of Mexican neighborhood, where the mixture is the main thing that gives flavor to life. Young people enjoy being free and authentic, for them, mixes are an active invitation to experiment and give a unique flavor to everything.

Because entertainment events accelerated in terms of innovation during the pandemic, offering the possibility of bringing together people from different parts of the country without having to move and the best, without risking their health, was that we decided to move the festive and clandestine atmosphere of the streets to the metaverse (a term that was not yet trendy) and bring to life the essence of the brand by mixing virtual reality, video games, online shopping, music, dance and, of course, micheladas, in an immersive experience.

We used the technological entertainment boom in our favor, to move the Using the technological entertainment boom in our favor and after more than 50 hours of technological development, we curated and designed a space that transferred codes from the Mexican neighborhood to the virtual world, taking as inspiration from street stalls, the CDMX metro, a neighborhood, etc.

Thus, we created the first virtual festival of urban music with reggaeton and latin music artists of the moment that put the communities of PC Gamers, social networks, Twitch and fans of the brand to have fun during 5 weeks, accompanied by Vicky's.

Depending on the desired level of immersion, they accessed the experience. If they wanted to live the experience in the metaverse, they could wear their VR glasses and create their personalized avatar with exclusive garments of the brand in Sansar. For them we recreated a unique interactive e-commerce space which made deliveries of Vicky's and merch in real time through Rappi.

On the other hand, if they wanted to watch it via livestreaming, they could access the brand's Facebook, Youtube or Twitch and buy both drinks and merch during the concert through banners that directed to Amazon and Rappi.

Despite using a little-known technology, young people created more than a thousand avatars to put both people and animals on our metaverse party for 2hrs on average equivalent to 80% of the duration of the concerts.

This immersive experience bring together 1.7M of live viewers, (+80% vs expected), reach 10.1M users on social networks, generating 2.9M interactions and 100% positive sentiment (+29% of the annual average of the brand).

E-commerce banners generated 18K clicks and +14K unique users in Rappi & Amazon, helping to increase sales by 44% and steal 33% of share from the segment leader.

Many content creators invited their followers to live the experience, generating 42M of impressions earned and +$141K USD of ad value.

Brand power duplicated (+0.6pp in young people), we got +12,7pp in awareness, +5.9pp in meaningful, +40% of growth in trial & +52% in different (Q421 vs Q320).