December 1, 2022 — No Comments
Ronald McDonald House is a place where sick children can stay and rest in a home-like environment. Around 4,000 families a year stay in one of the five houses in Sweden, but this takes the children away from their own homes and their friends.
Recognizing this, the country’s own McDonald’s restaurants—which is the largest fundraiser for the houses in Sweden—sought a way to help the residents retain friendships and continue to play during their recuperation periods.
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October 1, 2022 — Comments are off for this post.
Amazon Music is launching its latest TV-style show on Twitch, and it brings together the worlds of music and gaming. The show is called ‘One Take featuring Fortnite’ and will air in three parts over the coming week on Amazon Music UK’s Twitch channel.
Highlights will also be published on YouTube, and there’ll be a companion playlist on Amazon Music for good measure. YouTuber and musician Yung Filly will host the show, with artists including Lady Leshurr, A1 X J1 and Deno set to play with Fortnite pros and gaming influencers Archie King, Wolfiez, Gee Nelly and Sunpi.
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Even though there’s no singular definition of the metaverse, its potential for immersive, virtual worlds that allow for new forms of communications, experiences and communities is hard for marketers to ignore.
“It’s a nascent space and we’re very much in the first inning,” says Geoff Renaud, CMO and co-founder of the Invisible North agency—whose clients include Nestle and PepsiCo, along with blockchain-based companies like Coinbase and Algorand.
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Our brands are beginning to explore the metaverse – a virtual realm where real-world limits don’t apply, but real-world representation absolutely must. Here’s how we’ve started…
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Unilever-owned haircare brand Sunsilk has launched a metaverse gaming experience within popular online gaming platform Roblox in a bid to create a more accessible gaming space for Gen Z females.
Sunsilk City aims to challenge the lack of female characters within games, and the fact that the few features are often portrayed as stereotypical ‘damsels in distress’ or over-sexualised, through inspiring stories of female achievement from relatable characters.
The in-game host enlisted by Sunsilk is Mexico-based bio-pharmaceutical chemist, and passionate gamer, Jessica Lakshmi. Lakshmi’s avatar will act as a real-life role model to inspire women in Mexico and beyond. She will also feature in Sunsilk’s Mexican advertising campaign, which will be supported by a social and influencer programme.
Outside of the metaverse, Lakshmi uses social platforms to teach people about the practical implications of science, and inspire more young girls to enter the STEM world.
“Nothing inspires me more than helping young women to follow their true passions, and I am so excited to work with Sunsilk on this campaign,” said Lakshmi. “I faced a lot of barriers as a woman entering the world of STEM and I’m hoping the campaign will help give girls the inspiration and resources they need to follow their dreams. I’m a gamer myself and have loved playing Sunsilk City.”
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Sunsilk has rolled out an immersive metaverse experience, Sunsilk City on gaming platform Roblox, to encourage participation among female gamers.
Sunsilk City features Mexico-based bio-pharmaceutical chemist and gamer Jessica Lakshmi as a real-life role model. She features as an avatar and acts as the in-game host.
Lakshmi is leveraging her social platforms to teach others about the practical implications of science and inspire other girls to enter the world of science, technology, engineering and mathematics ('Stem'). Her avatar and inspirational story also feature in the Mexican advertising campaign developed by Sunsilk, which will be supported by a social and influencer program.
Alongside real-life role models in gameplay, Sunsilk City’s mini-game Sidewalk Superstars encourages players to prioritize education over domestic chores. Another mini-game, Blow Them Away, lets players fight off toxic phrases typically used to put women down with a virtual hair dryer.
The House of Hair mini-game aims to drive a sense of creativity and artistic expression for players and improve representation on the platform.
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