Volkswagen joins into the metaverse

Volkswagen has launched an integrated metaverse campaign to promote the safety and intelligence features of its latest Polo model, the IQ.DRIVE. ‘Game On,’ a treasure hunt for hidden NFTs waiting to be discovered by fans on social media, brings interactive narrative to life by fusing the worlds of online gaming and reality. The first person to figure out the secrets will win a variety of real and virtual rewards, including a PS5 and advanced driving lessons from the Volkswagen Advanced Driving Academy.

The contest invites the discovery of a constellation of 100 NFTs collectively dubbed the ‘Mzansiverse.

The event, which coincides with the release of the Polo GTI in the Gran Turismo 7 racing game, challenges participants to uncover a constellation of 100 NFTs known as the ‘Mzansiverse.’ With recognized Johannesburg street scenes populated by avatar players, the campaign has been translated for the South African market.

The video shows the new Volkswagen Polo driving around the Mzansiverse, a futuristic and gamified version of Mzansi with digital avatar personalities to match.

“We’re really proud of our gamified and immersive campaign since it produced exceptional consumer impact while moving Volkswagen and its audience into a new universe,” said Bridget Harpur, head of marketing for Volkswagen Passenger Vehicles. It’s not only enjoyable to see; it’s also enjoyable to play. It’s also a terrific example of how involvement and enjoyment overlap.”

This innovative campaign has inspired consumers engage with it frame by frame

“In the age of’skip ad’ and adblockers, this innovative campaign has inspired thousands of consumers to not only watch our advertising, but to engage with it frame by frame for five consecutive days – while also turning their social feeds into free ad space for the new Volkswagen Polo as they shared screenshots of the campaign,” said Camilla Clerke, executive creative director at Ogilvy South Africa.


Image credits: Shutterstock, CC images, Midjourney, Unsplash.