In the virtual city called Complexo, players can find the vehicle walking through the streets, billboards of the brand and a dealership.
Citron has launched its new model of passenger vehicles, the New Citron C3, in an immersive experience in the metaverse.
In a partnership with 3C, the manufacturer placed the car in the “Complex” and the participants of the virtual city were able to find the vehicle walking through the streets, in addition to billboards of the brand and a Citron dealership where players can rent the car to fulfill misses and earn points.
To amplify the action, Citron counted on Fluxo streamers, such as Nobru, Cerol and Ale Maze, who helped to illustrate the various activities with the car within the game.
In addition, another initiative was the participation of the content creators Two Lost Kids, the sisters Thali and Gabi Zukeram, who, in a campaign with the creation of BETC Havas, are part of the project “Universos Fantísticos feat Two Lost Kids”.
The content illustrates the personality of the car and its differentials, combined with the style and personality of the creators in a series of videos for the brand’s Instagram and TikTok networks.
In this new action, we work according to the objectives of each network, with more fun and attractive content, which meets the pillars of the brand and the main message of the launch. For this, we brought content creators and streamers who have the property to address the subject and, thus, complement the proposed narrative for all the project’s communication, explained Daniela Lima, Content Director, at BETC Havas.
The agency also created a content journey that began with the premiere of the film on TV and continues with actions that cover the entire brand funnel, bringing differentiated approaches such as projects in co-creation with creators, influencers and gamers.