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Raise your (VR) Glasses – Heineken launches in de metaverse

Launching our new beer, Heineken® Silver, marked a very special occasion for the HEINEKEN company. When we agreed to launch, we also agreed to set ourselves a big, audacious goal and make it the biggest beer launch in Europe, ever. Although launching in the metaverse was not a goal in itself, it helped us reach new territories and consumers and most importantly, it helped us land our campaign idea in a fresh way. How did we approach it? What did we learn? Otto Esser, Marketing Manager Heineken will share his experience.