Purpose-Led Brands Have an Opportunity to Diversify the Metaverse

Virtual activations around DEI and activism resonate more with users than one-off experiences

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This year, Roberto Max Salas transported 30,000 guests to Coachella. Salas, co-founder and CEO of creative agency Young Hero, knows the average person can’t afford a ticket, so instead he brought the music and art festival experience to the metaverse. The activation, which was created in partnership with media shop UEG, promoted client Absolut Vodka with a high-tech dance floor, open bar and Pride-themed, genderless clothing. According to the agency, the experience set an impression record on gaming platform Decentraland. 




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This story first appeared in the Sept. 26, 2022, issue of Adweek magazine. Click here to subscribe.