Welcome to the PacVerse is the new campaign video from youth retailer Pacsun and it focuses on a sense of togetherness in the real world and metaverse alike. The campaign introduces a cast that enters the metaverse created by Pacsun and in doing so, people find themselves transported to fantastical settings like futuristic airports, upside-down worlds and winter wonderlands.
With Web3 explorations, in-person experiences and exclusive collaborations, Pacsun is reaching its Gen Z audience in the real world, as well as through virtual and social channels like TikTok, Instagram, Snapchat, Discord and YouTube. Additionally, the brand plans to create 1:1 NFTs that will represent some of the different PacVerse environments seen in the campaign. As Brieane Olson, President at Pacsun, describes "PacVerse serves as a full funnel medium across our virtual and physical worlds."
Phygital Fashion Campaign
Pacsun's PacVerse Campaign Shows a Real Life Cast Entering the Metaverse
Trend Themes
1. Phygital Advertising Campaigns - The rise of Web3 and metaverse technologies presents an opportunity for brands to create immersive advertising campaigns that bridge physical and virtual experiences.
2. Blockchain-based Nfts - The use of 1:1 non-fungible tokens (NFTs) to represent branded environments in campaigns like Pacsun's PacVerse presents a disruptive innovation opportunity for the fashion industry and beyond.
3. Multi-channel Marketing Strategies - Pacsun's use of multiple virtual and social channels like TikTok, Instagram, Snapchat, Discord and YouTube showcases the increasing importance of diversifying marketing strategies to reach younger audiences in various online spaces.
Industry Implications
1. Fashion - The fashion industry can take advantage of metaverse technologies and NFTs to create engaging storytelling experiences and collectibles that appeal to a younger, digital-native audience.
2. Advertising and Marketing - The convergence of physical and virtual experiences calls for the development of new advertising and marketing strategies that leverage metaverse technologies and multi-channel platforms like social media, messaging apps and gaming platforms.
3. Technology - The development of Web3 and blockchain-based systems creates opportunities for tech companies to offer innovative solutions for advertising, marketing, NFT creation and management, and metaverse experiences.