Chivas is venturing into the metaverse for the first time with a Regal Planet experience for adults in China, Taiwan, Korea, Singapore and Malaysia. In the virtual world, attendees will get to see K-pop star Lisa on the Regal Stage.
Earlier this season, Chivas teamed up with Lisa of South Korean girl group Blackpink to launch a limited-edition bottle for its 18-year-old expression. This immersive experience features the first female face of Chivas in Asia and the launch of this bottle invites attendees to customize their avatars, mingle with other guests and learn more about the brand in the Hustle Area. In the virtual experience, 3D bottles appear alongside cocktail recipes and guests in select regions are able to purchase Chivas Regal expressions through direct e-commerce links.
K-Pop Whisky Metaverses
Chivas' Regal Planet Invites Adults Into an Immersive Experience
Trend Themes
1. Metaverse Marketing - Chivas Regal's Regal Planet experience is an immersive marketing campaign that leverages the metaverse to connect with consumers in a new way.
2. Celebrity Collaborations - Chivas Regal's collaboration with K-pop star Lisa demonstrates the potential of celebrity partnerships in driving brand engagement and loyalty.
3. Virtual Commerce - Chivas Regal's virtual experience includes direct e-commerce links, demonstrating the potential of virtual commerce as a new sales channel.
Industry Implications
1. Beverage Industry - The Chivas Regal Regal Planet experience presents an opportunity for beverage companies to use the metaverse to reach consumers in innovative and engaging ways.
2. Entertainment Industry - The Regal Planet experience shows how the entertainment industry can use the metaverse to create unique brand experiences that engage and delight consumers.
3. E-commerce Industry - Chivas Regal's inclusion of direct e-commerce links in its virtual experience demonstrates the potential for e-commerce companies to use the metaverse as a new channel for sales and brand engagement.