Digital sommelier
PR CAMPAIGN
Early in 2022 Heineken was to launch Silver — first beer in Decentraland Metaverse. The goal was to create maximum PR-buzz around the virtual launch. And as it was something new, people most certainly would’t mind a help of a fresh expert to dive into this.
I came up with the campaign idea and all the activations and pitched them to a client. Pitch was won, however campaign was cancelled because Heineken had sold its' business in the country.
Create a new profession for a virtual beer launch: a digital beer sommelier. To do so Heineken collaborated with digital chef, virtual influencer Sasha SHE. She would also create a virtual beer ASMR sounds and beer foam digital art to give a fresh twist to other beer descriptors.
CHALLENGE
MY ROLE
SOLUTION
To stir up more interest towards the launch, Heineken would announce that he needs more specialists for big virtual event in Decentraland: a Russian-speaking virtual bartender, bodyguards for celebrity avatars, virtual hostesses etc. So we’d post and promote those vacancies on real HR-portals.
