After announcing the new Heineken Silver as a tease inside Decentraland, we designed the global launch activation. Reflecting on how the experiences inside the Metaverse are not real, we designed a venue to convey what going to a bar inside the Metaverse would feel like. Enter "The Metabar".
The bar's staff, from BouncerS to DJS, from Bartenders to Dancers, were avatars with pre-programmed dialogue that invited the attendants into a phygital experience. When users went to the bar for a refreshing Heineken Silver, they were tricked into believing that the beer was digital, only to reveal shortly after that it was in fact the only authentic thing in the venue, for real.
