The challenge: To boost engagement by transforming the advertising campaign into a digital experience
Maxibon
An iconic ice-cream brand that is a favourite amongst young people thanks to its groundbreaking, fresh marketing approach, which is geared towards the latest digital trends.
The solution: A bespoke metaverse enhanced with artificial intelligence and virtual meetings
Innoarea designed and developed a bespoke virtual world for Maxibon using the Spatial.io platform. The experience allowed users to explore various themed spaces associated with the brand, with a particular focus on the freezer section, where visitors could visually immerse themselves in the product concept from a fully interactive perspective.
To bring the campaign to life, six images were generated using artificial intelligence, inspired by the funniest confessions selected by the influencers. Each image incorporated elements of the Maxibon brand identity and served as the setting for a virtual meet & greet, where the six winners were able to interact live with their favourite influencers within the metaverse.
Significant increase in user engagement with advertising content on traditional channels
- An accessible virtual space accessible via web, mobile devices and VR without the need for complex downloads
- A visual reinterpretation of the winning entries, incorporating the Maxibon brand identity
- Modelling and integration of key creators (Peldanyos, Nil Ojeda, Ceciarmy, etc.) to boost the campaign
- Reimagining the Maxibon brand universe
Key findings
The project turned the #MaxiConfesiones campaign into a landmark innovation within the FMCG sector. The combination of the metaverse and AI-driven visual creation not only boosted the product’s visibility but also provided real added value to the user, transforming followers into protagonists of the brand’s own narrative.
The collaboration between Maxibon, Fiftykey and Innoarea demonstrated the potential of immersive technologies to build a sense of community and foster loyalty amongst younger generations. The end result positioned Maxibon at the forefront of experiential marketing, establishing a model of digital interaction with significant impact and reach.
