Kraft works in collaboration with creative studio Nexus Studios to create the immersive Mayoverse experience. It is a digital space that honors the passion that fans have for the condiment. The Mayoverse is made with inspiration drawn from real fans and their mayo stories that have been shared online on Twitter and Reddit. The digital space is made up of four unique rooms. This includes "Mayo House, Mayocean, Mayobot, and Mayo Bash."
Each room invites the digital visitors to join each other's dreams and even leave a selfie postcard to make a mark or pick up a souvenir from the gift shop. Frances Sabatier, Kraft Real Mayo's Brand Manager states, "As the brand that champions loud and proud love of the controversial condiment, we get to witness our fans’ passionate love for mayonnaise, including some incredibly imaginative fantasies that take mayo freakdom to the next level. Now, we’re thrilled to continue empowering our bold mayo freaks by bringing their fantasies to life in a unique and immersive setting."
Immersive Digital Experiences
Kraft and Nexus Studios Join on the Immersive Mayoverse
Trend Themes
1. Immersive Digital Experiences - Creating immersive digital experiences for brands to engage with their passionate fanbase.
2. Collaborative Fan Engagement - Collaborating with fans to create unique and personalized digital experiences that celebrate their passion.
3. Virtual Souvenirs and Keepsakes - Offering digital souvenirs and keepsakes as a way for fans to commemorate their immersive experiences.
Industry Implications
1. Food and Beverage - Creating immersive digital experiences to foster brand loyalty and engage with consumers in the food and beverage industry.
2. Entertainment and Media - Utilizing collaborative fan engagement to enhance entertainment experiences in the media industry.
3. Travel and Tourism - Introducing virtual souvenirs and keepsakes to enhance the travel and tourism industry's offerings and provide unique memorabilia.