Johnny Walker, a whiskey owned by the Diageo portfolio, has just debuted on Metaverso, with activation in partnership with Cidade’s Alta Outplay server, solidifying its pioneering spirit in innovative technology-related activities. Created by AlmapBBDO, the promotion has several activations planned and promises high visibility in Cidade Alta to bring the brand closer to this universe.
The brand will have an exclusive two-story bar and a giant Walking Man – Johnny Walker’s iconic symbol – in the tallest building in GTA RP. A jetpack, a mission, a Black Tonic Highball, and a reward are some of the attractions planned for the Metaverse. Players will be able to take part in the Highball quest and earn the Keep Walking jacket skin upon completion.
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The Cidade Alta online party will be streamed live by streamer Victor “Joker” Augusto on Twitch on Monday, September 19th, so everyone can follow the Black Tonic Highball journey. The audience will also receive a discount at The Bar, Diageo’s e-commerce, via a QR code.
In addition to the party in the virtual environment, Johnny Walker will also be attending the first in-person edition of BGC, streamer Coringa’s event that brings together Metaverso, music and fashion, and will take place this Saturday, September 17th at Sun. Paulo, with a bar in the event box.
“Looking for the latest in technology, with the action at Cidade Alta, we introduced Johnnie Walker to Metaverso, providing an immersive experience for Brazil’s premier whiskey brand and pioneering activation in the new world. In this way, we break down the barriers between physical and online environments and strengthen our innovative spirit,” says Juliana Ballarin, Director of Marketing for Scotch at Diageo.
“Thinking to better explore the possibilities of the Metaverse, Outplay is transforming the way it works, believing in the transformation of events into physical events, BGC has become physical, but has not lost the essence of digital with the Metaverse. The revolution is very positive for the market, because it unites those who are interested in this universe, but with people who experience this reality. Thinking like a business, activation with Diageo highlights for major brands how the way we communicate is evolving to be closer to users,” says Paulo Benetti, CEO of Outplay.
AlmapBBDO adds that the project highlights Johnny Walker in this new reality that appeals to a mostly young audience, the brand’s main target.
About Diageo
Diageo is a global leader in the premium spirits segment with a collection of brands in spirits categories. The portfolio includes brands such as Johnnie Walker, Tanqueray, Smirnoff, Old Parr, Gordon’s, Baileys, Cîroc, Guinness and Ypióca, among others. Diageo is a multinational company operating in 180 countries. The company’s shares are traded on the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, its brands and results of operations, please visit the Diageo website. Learn more about responsible drinking at DRINKIQ. Drink Smart. Do not share with anyone under the age of 18.
About the game
OUTPLAY is the leading brand revitalization and metaverse development company in Brazil, specializing in the creation of metaverses such as Cidade Alta, which has over 2 million views per day on all streaming channels. In addition, it represents and manages a portfolio of over 500 influencers, providing end-to-end solutions and support to help them streamline their content production.
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Source : Married Games
