Cadbury Dairy Milk Silk gave a surprise to a young Indian couple by making them go on a Valentine’s dinner date in the Metaverse, powered by Yug.
The Metaverse is an immersive virtual environment built on the block-chain where consumers can create 3D avatars of themselves, move around just like in the real world and are able to talk to other users and interact within the environment.
Cadbury Dairy Milk Silk team powered by Yug, created a unique sci-fi inspired experience that appeals to their young audience. Choosing their avatars, the couple were able to move around and experience elements that made their Valentine’s Day fun and truly memorable.
Earlier, the brand’s Valentine’s Day campaign by Mondelez and Team WPP (Ogilvy + Wavemaker) saw over a million Indians use an innovative first-ever AR technology to send secret messages to their loved ones.
For the Valentine’s Day campaign, Cadbury Silk had introduced a real-time personalisation of Augmented Reality experience, enabled consumers to unlock a secret message sent by their loved one and view it in a grand way on any Cadbury Dairy Milk Silk ad.
Taking it further, consumers could also experience an immersive 360-degree virtual environment that quite literally took them over the moon. Using WebAR, consumers were able to step into a portal and walk around on the Moon, where their secret message would be revealed in a romantic set-up.
And then in a campaign aptly titled “How Far Will You Go To Make Them Blush?”, Cadbury Dairy Milk Silk decided to go higher and farther than ever before. The team made Valentine’s Day super special for a young couple by inviting them to enjoy a dinner date in the Metaverse, the first-ever in India.
Client: Mondelez India Foods
Creative Agency: Ogilvy India
Media Agency: Wavemaker
Metaverse: Yug Platform