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.
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.
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.