Citroën recently launched its newest model of passenger cars, the New Citroën C3. The car, which carries the signature ‘Don’t follow paths, make your own’, brings the characteristics and attitudes of an SUV, and addresses all the style and personality of those looking to follow new paths in a more fun and wide way.
And to impact different audiences, the brand innovated and, in one of the initiatives, in partnership with 3c, created an immersive experience in a fully digital environment, taking the launch of the New C3 to the “Complex”, an environment within the metaverse. There, participants in the virtual city could find the New C3 circulating through the streets, as well as outdoor signs of the brand and an exclusive Citroën dealership where the player could rent the car to complete missions and earn points. To amplify the action and delight people inside and outside the metaverse, Citroën relied on streamers from Fluxo, such as Count up, Wax e But Mazeamong others, that helped illustrate the various car activities within the game.
In addition, another initiative was the participation of content creators, known as Two Lost Kids, the sisters Thali and Gabi Zukeram, who, in a campaign with the creation of BETC HASare part of Fantastic Universes Project 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, presenting a much more colorful world, full of life and with a lot of creativity. Content creators take content production to the next level, elevating what we would consider influencer video to mobile networks.
Daniela Lima, Director of Content at BETC HAVAS, explains:
“In this new Citröen action, we work according to the objectives of each network, with more fun and attractive content, which meet 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 project communication.”
In order to work on the possibilities offered by the car, BETC HAVAS 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 different approaches such as projects in co-creation with creators, influencers and gamers.
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