The initiative provokes consumers in the sense that the experiences offered in the virtual environment, however cool they may be, are incomplete.
In the midst of brands racing through the metaverse, Burger King opted for a different strategy. With the installation of billboards on Decentraland, a virtual reality platform and currently the largest Metaverse in the world, it invited users to leave the ecosystem and seek ‘taste’ in the real world.
The initiative provokes consumers in the sense that the experiences offered in the virtual environment, no matter how cool they are, are incomplete. That’s because they don’t allow you to taste and smell.
We are a brand that is present in the journey of our consumers and once again we provoke a reflection on a behavior that is increasingly recurrent – exploring experiences through a digital ethics. This can be a very good thing, but it’s not complete”, says Juliana Cury, vice president of marketing and sales at Zamp, master franchisee of Burger King and Popeyes in Brazil.