…or Verizon’s Stadium in Fortnite that allowed gamers access to the Super Bowl in Fortnite, the year no one could go to the Super Bowl IRL:
An R/GA example is the campaign, Nike for Every Body. The aim was to make athletic fashion more relatable. It’s not easy for Gen Z women to see themselves in Nike stores. Mannequins appear unattainable. R/GA used Snapchat AR technology to reimagine mannequins as dynamic digital models to show how real women with real bodies, wear and move in Nike apparel. Shoppers can hold up their phones as they walk through the store to see realistic displays of real local women and get product reviews from them. Metaverse wearables is another example of extending a story – virtual clothing with which users can dress up their avatars.
In social, you can get people to play along. The Lil Jif Project is an inventive example. A new style of rap was emerging. The word in social was that the “mumbling” sounded as if rappers had peanut butter in their mouths. So Jif got Ludacris to release a track online in which he rapped with his mouth full of peanut butter. When the popularity of Ludacris’ new flow grew, Jif (via Ludacris) launched a rap challenge on Tik Tok – asking people to rap with peanut butter in their mouths. The best raps were recorded with custom little gift jars. The challenge proved that anyone with a spoonful of peanut butter can produce mumble rap and Jif peanut butter became “cool”.
Claire Waring gave us a personal example of the joy of being invited to play with culture and also outlined what that joy could mean for brands:
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