// Our Mission
CUPRA wanted to strengthen their digital strategy and explore new ways of presenting their vision and values to their worldwide audience in the age of isolation.
So what better way to do this than create a shared virtual space that facilitates virtual events, immersive experiences and online gatherings that go beyond one-off event activations? A place where the CUPRA community can return to over and over again.
// WHAT WE DELIVERED
Introducing METAHYPE: An
ever-evolving
3D world
With many events pivoting to virtual activations in 2020, CUPRA METAHYPE was a natural evolution during the pandemic as everyone shifted online—a way to foster long term relationships with their community all over the world, regardless of geographical boundaries.
METAHYPE is an ever-expanding 3D world where visitors and brands can explore and connect with others, building communities around new-age social experiences and interacting with gamified, immersive content.
// Anatomy of Our Deliverables
METAHYPE’s
Core Features
Avatars
Thanks to the integration and customisation of Ready Player Me avatars, users could shape their virtual identity, modifying their physical appearance, picking their clothing choices, and adding CUPRA accessories. Once done, users were teleported into CUPRA’s main space where they learnt how to take their very first steps, meet other visitors and start their virtual adventure.
Explorable & Immersive Environments
We wanted to give users more reasons to engage with the events and explore the environment. So we gave them things to do and places to go, which led us to a layout with a main garage area and spin off zones visitors can walk to and explore.
✦ Onstage
A venue specially designed to hold all kinds of virtual events, from live streaming to pre-recorded concerts, conferences, and ceremonies.
✦ EXPO HALL
A gallery where visitors can explore a variety of digital art and temporary NFT exhibitions, all available to the platform's thriving community.
✦ Palo Alto
A place where visitors can explore various stalls and boutiques, enriching their world with exclusive physical and digital products.
✦ Racing
A space for speed lovers and thrill-seekers. There, they can explore the CUPRA’s racing models, interact and learn all about their key features.
Livestream
Throughout live events, attendees can watch the livestream of speakers. In desktop and mobile, this is piped directly into the stage within the 3D experience. Some of the livestream themselves are also viewable on direct streaming platforms like YouTube, making the events accessible and widespread for everyone.
Music
To create an ambience and generate a greater sense of immersion within the environment, users can find a DJ avatar in charge of setting the background music and liven up the whole experience.
Gamification
Key to engagement, we created a reward system based on successful mechanics used in video games to improve attraction, retention and growth. Upon interacting with the space and completing achievements, users unlocked exclusive items and content, and gained rewards.
// WHAT WE ACHIEVED
METAHYPE drew crowds, paving the way for FUTURE VIRTUAL events
Thousands of users have joined METAHYPE, exploring the platform’s unique and immersive environments and attending the XR live shows.
CUPRA’s METAHYPE set the foundation for more virtual events, with three successfully hosted live virtual events with great user engagement that shaped the future of branded virtual gatherings.
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