The Volkswagen has caught a trip on the Metaverse! The German automaker has opted to blitzkrieg South Africans with a multi-pronged marketing centered on their newest Polo model, the IQ.Drive. In the Metaverse, a hybrid marketing campaign has been developed to highlight the automaker’s safety and intelligence capabilities integrated in its Polo model.
Volkswagen has started the metaverse campaign in partnership with Ogilvy South Africa to promote the much-hyped IQ. ‘Game On’ is a technology that propels you forward. Fusing the world of online gaming with reality, ‘Game On’ brings interactive storytelling to life via a treasure hunt for hidden NFTs waiting to be discovered by fans on social media. The first to uncover the secrets will be rewarded with a selection of real and virtual prizes, including a PS5 and tuition by the Volkswagen Advanced Driving Academy.
Dovetailing with the inclusion of Polo GTI in the Gran Turismo 7 racing game, the contest invites the discovery of a constellation of 100 NFTs collectively dubbed the ‘Mzansiverse.’ The campaign has been localized for the South African market with recognizable Johannesburg street scenes populated by avatar players.
Bridget Harpur, Head of Marketing for Volkswagen SA said: “We’re very proud of this gamified and immersive campaign as it delivered unprecedented consumer impact, while propelling Volkswagen and its audience into a new world. It’s not just watchable – it’s playable. And it’s a great example of the intersections of engagement and entertainment.”
As the players comb through clues dropped in the virtual world, ‘Game On’ has created a sensation in South Africa. The grand prize is a Golden NFT for the winner. More awards will be added to the campaign as it progresses. The entire campaign is “a terrific illustration of” the mix of “interaction and fun,” according to Bridget Harpur.
The entire campaign, on the other hand, is a classic treasure hunting adventure wrapped up in a new avatar.