As the amount of time spent in virtual worlds increases, there is a growing concern that people may become disconnected from the real world and the experiences that make life fulfilling. Brands like Magnum have recognized this trend and are using creative campaigns to encourage people to reconnect with real-life pleasures and experiences, reminding us of the importance of finding balance between the virtual and the real.

According to a study conducted by Nielsen, it is predicted that over the next five years, people will spend an average of four hours per day engaged in virtual experiences that are disconnected from reality, potentially leading to a detachment from authentic experiences. However, Magnum's campaign to encourage people to prioritize real-life experiences can help combat this trend and remind individuals of the joy that comes from engaging with the tangible world. By promoting the value of real experiences, Magnum is encouraging individuals to disconnect from virtual reality and find greater fulfillment in the joys of the world around them.

The metaverse has become an increasingly popular space as people spend more time immersed in virtual experiences, sometimes to the detriment of real-life moments. With the advancement of technology, it has become easier for people to access and engage with virtual worlds. In addition, the COVID-19 pandemic has accelerated the adoption of virtual experiences as people sought to connect with others while maintaining social distancing.

We began the #NotAvailableInMetaverse movement to encourage thousands of avatars to break free from the metaverse and indulge in the taste of real ice cream in the tangible world. Our campaign was kicked off with a beautifully short film about a virtual avatar, who uses VR goggles to escape to reality in search of authentic pleasure.

After sharing her story, we invited people to follow in her footsteps and experience the joys of real-life experiences. As part of our campaign, we also developed the first-ever virtual VR goggle as a wearable on Ready Player Me. This innovation allowed over millions of users to customize their avatars and receive a code for a real Magnum ice cream in the physical world.

To remain relevant in a world that alienates our product, Magnum had to think outside the box. We had to find a way to tap into a space where people are spending more and more time - the metaverse. But not to get lost in the metaverse, we entered with a purpose: to bring people back to reality and remind them of the simple pleasures of life.

Magnum's mission is to encourage everyone to pursue what brings them pleasure, whether in the real world or the virtual one. With our ice cream metaverse campaign, we aimed to break through the digital noise and promote the importance of real-life experiences. By providing virtual reality experiences that culminated in tangible real-world rewards, such as a real Magnum ice cream, we bridged the gap between the virtual and physical worlds and reminded people of the joy that comes with engaging in authentic experiences

Magnum executed the campaign by launching the film at Decentraland Fashion Week, and then developing the virtual VR goggle as a wearable on Ready Player Me. They also picked renowned virtual influencers who took a break from their social communities to escape into reality by wearing the VR goggles themselves, endorsing the campaign.

In just one week, Magnum's ice cream metaverse campaign achieved outstanding results. With a social reach of 363 million, the campaign generated over 7.8 million impressions and 62,701 live views. The campaign also made a significant impact on the metaverse world, as we managed to hack into 14 different metaverses.