Decentraland Metaverse Fashion Week 2023

Maximizing brand exposure in the metaverse: Generating over 7M impressions for Unilever campaign & MVFW23 content

Discover how doWow’s web3-ready broadcasting solution drove millions of impressions, accumulated days of screen time, and thousands of unique visits for the Decentraland Metaverse Fashion Week content and Unilever’s Magnum #NotAvailableInTheMetaverse campaign.

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Decentraland Metaverse Fashion Week 2023

MVFW23 featured runway shows, panel talks, immersive shopping experiences, and after-parties. Fashion icons like Adidas, Tommy Hilfiger, and DKNY showcased their collections, along with innovative activations from over 60+ brands and designers. During the event, Unilever’s Magnum ice cream brand debuted its #NotAvailableInTheMetaverse campaign, showcasing a stunning short film on doWow billboards.
Date: March 28–31, 2023
Format: Online
Location: Decentraland | Metaverse
Size: 26K Attendees
Focus: Metaverse
Industry: Metaverse | Digital Fashion
Decentraland Metaverse Fashion Week 2023

Brands involved


Elevate attendee experience by providing an interactive way to interact with branded content, wearables, social media coverage, and teleport to Fashion Week's activations.

  • To achieve these objectives, doWow billboards:
  • Transported attendees to runway shows within the event space
  • Integrated a marketplace for wearables, enabling purchases directly from the billboard (media wall)
  • Provided high-quality, fail-proof display of ad campaign assets, complete with sound
  • Engaged attendees in a social media contests, driving participation and excitement
  • Showcased designer items with custom calls to action, increasing their visibility
  • Served as a gateway to another metaverse platform, allowing for seamless exploration of new experiences


Amplified awareness and reach for advertising campaigns, designer and brand content, as well as the main CTAs and activities of the event.

Brand exposure

Location, location, location. doWow billboards featured Unilever’s Magnum video campaign, starring a virtual avatar named Luna as she pursues the real-life pleasure of Magnum ice cream in the prime event spots. Users could teleport to the official website of the #NotAvailableInTheMetaverse campaign by clicking on the video.

The campaign made a large impact in a short period of time:

  • With the average watch time of 1:55 minutes for a 90-second video, the amount of views quickly climbed to 611.959 over the course of 5 days.
  • Over the next few days, the campaign video gained 140.500+ additional views, bringing the total to 752.500+In comparison, the video on YouTube received 560.000+ views during the same time period.
Magnum Metaverse Campaign
DCLMVMV2022 Metaverse Music Festival 2022

Real-time customization and curation​

For MVFW23, we created 15 fully customized virtual billboards that were fully tailored to different content formats and included unique calls to action.

This resulted in over 1000+ clicks across a range of features, including videos, live social media feeds, updates to the event agenda, and Decentraland marketplace wearables.

Content curation was managed via doWow’s real-time content moderation system, eliminating the need for scene redeployment or coding.

Seamless interactivity and commerce​

The MVFW23 agenda featured an array of exciting activities. Our billboards allowed users to seamlessly jump into the event experiences by clicking on the CTA.

doWow billboards hosted fashion content from participating designers and creators. The custom calls to action on the billboards led to their concept stores within Decentraland or external web pages.

We went a step further by integrating the Decentraland marketplace, enabling attendees to browse and purchase a range of MVFW23 wearables directly from the billboards.

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Cross-metaverse experience

The doWow billboards facilitated a seamless connection to the Ozone Metaverse, allowing users to immerse themselves in another world.

By clicking on a call-to-action button on the doWow billboard, users were instantly transported into the Ozone world, where they could freely explore and interact with the MVFW23 content. This created a truly interoperable experience, blurring the boundaries between the two virtual worlds.

Features used for Decentraland Metaverse Fashion Week 2023