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Inclusive Innovation

Metathon, the first marathon in the Metaverse for Unilever and AMV BBDO

Christine H

February 15, 2023

Christine H

February 15, 2023

Goal:

To build brand awareness around “the power of movement for all” for Rexona. To understand how event experiences in the Metaverse worked for diverse attendees in respect of both accessibility, engagement and feeling of inclusion and belonging. To showcase better design and trigger positive brand awareness alongside broader awareness that events in the Metaverse need to be inclusive.

Type of project:

Inclusive Innovation

Clients:

Rexona/Unilever and AMV BBDO

Industry:

Personal Care

Channel:

Digital / Metaverse

Method:

Rexona was running the first marathon in the Metaverse with a specific inclusive lens. We supported them through expert review, user engagement and studio 1:1 interviews to better understand the experience through the perspective of a range of diverse access needs and other characteristics such as ethnicity and age.

Outcome:

This event had the highest level of engagement of any event at Decentraland to that point (April 2022) creating great brand awareness and strengthening the brand’s values . It generated significant user interest and inclusive design and development awareness around Metaverse experiences. It also helped trigger a vote (by over 1.2 million people) to make Decentraland more inclusive making a lasting positive impact on the future of this platform. Award winning. Best AR/VR Innovation Digital Impact Awards Europe.  (done in partnership with AMV BBDO) Link: Please see a short video about the Metathon experience  [link to https://youtu.be/b7SHI8RYHiY]

Participant quote:

“As I delve deeper and campaign harder it constantly blows my foggy Multiple Sclerosis brain that we’re not marketed to or considered as consumers with mmense spending power. I’m really grateful that in today’s case Rexona was the brand making the effort to listen, engage and learn. It was great fun too! Thanks to Open for the invite and opportunity to be part of this important event” Mark Webb, Disability activist and social media influencer

Client quote:

“We hope that the Degree Metathon will spark conversation on why representation matters – in both the Metaverse and the physical world – and its power in challenging societal norms” Kathryn Swallow, Global Brand VP Degree Rexona believes in the power of movement to transform lives. Whoever you are, however you move, nothing should hold you back – not race, gender, ability, disability, age, sexual orientation, religion or means.
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