According to a study conducted by Nielsen, it is predicted that over the next five years, people will spend an average of four hours per day engaged in virtual experiences that are disconnected from reality, potentially leading to a detachment from authentic experiences. However, Magnum's campaign to encourage people to prioritize real-life experiences can help combat this trend and remind individuals of the joy that comes from engaging with the tangible world. By promoting the value of real experiences, Magnum is encouraging individuals to disconnect from virtual reality and find greater fulfillment in the joys of the world around them.
We began the #NotAvailableInMetaverse movement to encourage thousands of avatars to break free from the metaverse and indulge in the taste of real ice cream in the tangible world. Our campaign was kicked off with a beautifully short film about a virtual avatar, who uses VR goggles to escape to reality in search of authentic pleasure.
After sharing her story, we invited people to follow in her footsteps and experience the joys of real-life experiences. As part of our campaign, we also developed the first-ever virtual VR goggle as a wearable on Ready Player Me. This innovation allowed over millions of users to customize their avatars and receive a code for a real Magnum ice cream in the physical world.