After announcing the new Heineken Silver as a tease inside Decentraland, we designed the global launch activation.
Reflecting on how the experiences inside the Metaverse are not real, we designed a venue to convey
what going to a bar inside the Metaverse would feel like. Enter 'The Metabar'.
The bar's staff, from Bouncer to DJ, from Bartenders to Dancers, were avatars with pre-programmed dialogue that invited the attendants
into a phygital experience. When users went to the bar for an extra refreshing Heineken Silver, they were tricked into believing
that the beer too was digital, only to reveal shortly after that it was in fact the only authentic thing in the venue, for real.
