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Jose Cuervo
Metadistillery
Gaming
Global
July 2022
Creativity, Digital
Context
The first tequila distillery in the metaverse for the world's first tequila brand
A meeting point in the metaverse where one entered as a stranger and left feeling part of a community of tequila lovers.
Objective
Jose Cuervo created tequila over 260 years ago. The brand has been relevant for more than two centuries and seeks to remain so for new audiences, primarily Gen Z over 18 years old, so the main goal was to generate visibility and connection. The number of unique visitors and, above all, dwell time were key to establishing the campaign's success. We set out to connect with this generation through the forms and media of communication they have grown up with and find natural in their daily lives: the interactive and the virtual.
Challenge
Create a digital and social experience that would connect us with new audiences, achieve more than 5,000 visitors in the first week of launch and, above all, a dwell time greater than 10 minutes. At the same time, amplify the campaign through PR to be part of the conversation, with the goal of more than 100 articles and stories reaching over 25 million impressions in earned media. All of this during a 3-month period.
The Idea
Inspired by the history of Jose Cuervo and the tequila production process, we built an iconic virtual space: the first distillery in the metaverse.
We turned each part of the tequila-making process into a social game. Visitors could experience a sensory journey, nurture and harvest agave plants, produce their own tequila, and become cocktail masters. Additionally, they could take tours of the distillery, attend virtual parties, and even design their own NFT with renowned web3 artists. We gave them real reasons to visit and return to the Metadistillery.
How did we achieve it?
Gen Z over 18 years old are true digital natives seeking a sense of belonging when online. The metaverse allows this generation to connect in a deeper way, through interaction and the expression of their individual identity using elements such as avatars and wearables. On the other hand, tequila has always been a social catalyst, so the combination of the metaverse and tequila has the potential to create a great digital community.
The strategy was to create this community through a social playground: the first distillery in the metaverse with virtual experiences inspired by tequila, to open a door that connects Jose Cuervo with new audiences in a relevant way.
Jose Cuervo: Metadistillery.
