Vodka brand Grey Goose is taking its experiential marketing up a notch with virtual experiences. Specifically, the Bacardi-owned brand is leaning in to the metaverse, lately for an activation with the united states Open Tennis Championships.
Earlier this month, Grey Goose created an immersive experience on metaverse platform Decentraland for the united states Open where visitors learned all about the united states Opens signature cocktail, the Honey Deuce. The activation also featured an interactive display that allowed people to toast the players.
We were wanting to meet our consumers in this space, Grey Goose vp Aleco Azqueta said of bringing the brand to the metaverse. THE UNITED STATES Open was probably the most natural tie-in for the brand, given its link with sports and gaming.
Using events just like the US Available to build its metaverse online marketing strategy allows Grey Goose to generate new programming to attract its target demographic and stick out to sport fans and alcohol drinkers. To build up its virtual activation, Grey Goose enlisted Razorfish, an interactive agency focusing on web development, media planning and purchasing, technology and innovation.
For the united states Open activation, Grey Goose wanted its virtual experience to draw a solid reference to how consumers build relationships its brand in true to life. To do this, Grey Goose create interactive games and challenges to provide visitors an opportunity to win a number of prizes, including limited edition wearables, merchandise and tickets to the Grey Goose suite at next years US Open.
Grey Goose previously attempted metaverse marketing within the brands partnership with Peter Dundas at the Grammy Awards, including limited-edition NFTs and a martini-shaped bag developed by Grey Goose and Peter Dundas for Paris Hilton. With the united states Open activation, that is our first fully interactive digital world weve built and Grey Goose is seeking to continue exploring Web3 capabilities in the months and a long time, Azqueta said.
Its unclear just how much of Grey Gooses advertising budget is assigned to this campaign in the metaverse, as Azqueta wouldn’t normally share overall budget specifics. However, he did share that almost all their ad spend (70%) has been on digital channels, with social media marketing such as for example Facebook, Instagram and Twitter accounting for 26% of the brands total spend. In accordance with Pathmatics data, Grey Goose spent just a little over $4.1 million up to now this season on advertising efforts.
Grey Gooses US Open online marketing strategy depends on cementing a bond between your tournament and the brand. Grey Goose and the united states Open have a long-standing partnership, which began in 2007, by which Grey Goose really wants to increase its cultural presence and boost brand awareness.
Within its metaverse online marketing strategy, Grey Goose has been offering limited-edition wearables in a MetaVIP Lounge which have consistently sold-out, Azqueta said, with 26,000 downloaded just one single week in to the US Open tournament. For this reason were exploring activities across NYC and the metaverse, said Azqueta.
Along with its US Open activation, Grey Goose continued a push into delivery services and at-home cocktails. For instance, in NY, Brooklyn and Manhattan residents may have pre-made, chilled Honey Deuce cocktails delivered by Cocktail Courier.
Grey Goose has hit a house run with the Honey Deuce, since they continually evolve it, saidDamian Areyan, vp and group director of lifestyle marketing and partnerships at integrated media, digital and communications agency Team One. Home delivery cocktails, a frozen version, a cocktail kit, cocktail recipes across social media marketing, they utilize the US Available to drive awareness for his or her entire portfolio. Theyre also by using this time and energy to make the Honey Deuce an online cultural moment for the united states Open.
In the coming years, marketing in the metaverse may move from experimental to standard for major brands, as adoption of the area grows. Grey Goose and the united states Open benefit significantly because not merely does the partnership improve the fan experience, its become iconic in its right, said Bob Lynch, founder and CEO of sponsorships intelligence platform SponsorUnited. The expansion of the partnership allows both US Open and Grey Goose to attain cultural influencers in music, fashion and sports that are digitally connected.