Food Brand CP Heads to the Metaverse with Spicy Bologna MewTaverse Party

The world’s most crowded Fan Party in the Metaverse saw 1,500 registrants in the first 15 minutes.

#CPBolognaMewTaverseParty reached the 1st rank in Thai Vietnam and Singapore and also reached the 3rd rank in worldwide trends.

The CP Spicy Bologna x Metaverse party saw 1.5 Million hashtags used in first 30 minutes of launching.

All of this happened in CP Bologna Spicy's IMC campaign link to the Metaverse and the excessive power of fandom marketing.

Designing experiences is significant for marketing campaign creation

Even in the midst of Metaverse trends, thinking about the behaviour of the target audience before planning comprehensive marketing in the offline area contributing to visibility is something that should not be overlooked. 

This campaign started by effectively using OOH Media combined with online advertising movies. To raise awareness among party enthusiasts that CP Spicy Bologna is best suited for your favourite drinks using key message “สายดื่มต้องมี … CP โบโลน่าพริก” (Drinkers must have CP Spicy Bologna) before buzzing sales to party-loving audiences and people who follow the presenter, Mew Suppasit, famous singer and actor,

Fandom is not just marketing, it’s a relationship

Apart from choosing a presenter with a strong fan base, building relationships with fandoms is also delicate. CP has run many campaigns like this before so they are specialised in working on the Twitter platform. It’s not about marketing or advertising, it’s about telling the details that fans want to know, helping to solve the problem, answering their questions clearly and listening to the needs of the fans. Because they are people who have most influenced the campaigns success.

Gamification provides follow-up

From activities creation, fans tier distribution, adapting fan meet mechanics to online, designing the Metaverse space created a special experience for Mewlions (Mew Suppasit Fans) with only 2,000 special free pass to join a special party. The party ended with a mini concert from the unexpected guest, Nont Thanon in the Metaverse world.

Yell Advertising, the agency that oversaw the campaign and has worked with CP for a long time was another essential factor of how the brand could handle the complexity of integrating campaigns both offline and online in the Metaverse.

Metaverse is for use, not for show

The brand sees metaverse events as the final highlight to create the flow of online campaigns. It doesn’t force people to join the virtual world from the beginning. The analysis shows that even if people today are interested in new technologies their use is not mass adoption, so making it a special event is more appropriate, especially in the verse that we choose: Gather.Town. This is a 2D Metaverse that consumes less resources from the device so that all fans who come to the party have a good experience even on mobile phones, tablets or computers and will not be troubled or jammed by the large number of users.

What will be the future of Metaverse and marketing?

Many brands are still seeking the opportunity to create campaigns, as well as finding ways to become part of consumers’ lives. Nonetheless, opting for technology properly, such as the CP Spicy Bologna campaign, introduces the Metaverse to create new experiences and create consumer awareness on an intriguing level.