Creative in association withGear Seven

Experience New Meta Horizon Worlds with MINI and Fender

Advertising Agency
Los Angeles, USA
RPA and Pereira O'Dell create two new Meta Horizon Worlds debuting at Cannes Lions

Starting today, people can experience the MINIVerse, by the BMW Group automotive brand, MINI, and the Fender Stratoverse by Fender Musical Instruments Corporation — two new Meta Horizon Worlds debuting at Cannes Lions and available to all US, Canada and UK Meta Quest 2 Headset users. The worlds were created by RPA and Pereira O'Dell.

Hit the Tracks in the MINIVerse 

In a new Meta Horizon Worlds experience, built in partnership with Pereira O’Dell, Creative Shop and Meta Horizon Worlds, creators John Burnap, Jordan Marcotte and Malcolm Langille, the MINIVerse re-imagines that heart-pumping Go-Kart feeling in ways you would never think were possible. 

Up to four drivers can feel the rush of driving a MINI as it zips around an exhilarating, gravity defying track. Spectators can interfere to help or create chaos - press buttons to flick cars off a ramp, or to block them with “whac-a-mole” style pins, or even to help friends with timely speed boosts.

To the thrill of MINI enthusiasts, players can customize their virtual ride for the track and unlock a special EV MINI model as they win more races. Players will have fun customizing their MINI, changing its colors, adding bonnet stripes and a contrast roof, and even trying on different racing suits and unlocking other MINI vehicles in their quest to top the leaderboard and challenge friends.

“The MINI brand is all about fun, and has always stood apart from others in how it brings this fun to life in cheeky and unconventional ways,” Rah Mahtani, brand communications manager, MINI USA. “MINI is excited to collaborate with Meta’s Creative Shop as the first automotive brand to create a virtual experience in Horizon Worlds, offering the fun of customizing and racing MINIs in this groundbreaking virtual reality.” 

Rock on in the Fender Stratoverse

The Fender Stratoverse Horizon Worlds is a Stratocaster guitar-shaped island surrounded by floating islands, giant Fender guitar amps and planets floating high above  in the stratosphere and features a first of its kind co-play audio experience to create original music riffs.

In collaboration with R/GA, Creative Shop and Meta Horizon Worlds creators Ashley Briley, Matt Torres and Sammy Nu of VRinReview, the Fender Stratoverse™ is an out-of-this-world collaborative destination, where visitors take on a virtual scavenger hunt, finding chords throughout the Stratoverse and bringing them together to create beautiful combinations of music.

Players begin by dropping down onto the headstock of the Stratocaster guitar-shaped island, and are onboarded to the main attraction once they’ve walked down the neck of the guitar and reach the Riff Maker.

To participate, people are invited to search the world together to find guitar chords, represented by sparkling colored Fender picks. Once a pick is unlocked, it becomes available to anyone in the world back at the Riff Maker where it can be placed in one of the 18 spots in the Riff Maker to add their chord to the looping community riff.  Players can move the pick around within the riff, and also have the option to duplicate it or modify it by changing it from a major to a minor chord  - or making it sharp or flat.

The world has a few easter eggs for fans including air guitar zones, four special golden picks that unlock the ability to record your riff and additional planets to venture to on a flying Fender foot pedal to play back your music creations. 

“We could not be more pleased to have been invited by Meta to bring Fender into the metaverse for the first time,” Evan Jones, CMO at Fender, “As a brand we are committed to enabling all forms of musical expression and are thrilled by the potential this technology has to allow Fender fans and creators to come together, play, and create across borders, cultures, and from any distance. Collaboration and experimentation are essential ingredients to the musical journey, and we’re looking forward to seeing what creators can do with the unlimited potential of the Metaverse and our first Fender Stratoverse experience.”

To experience the Worlds, just search MINIverse or Stratoverse in Meta Horizon Worlds. As part of Meta’s presence at Cannes Lions, there will be connecting doors to both brand worlds within the Meta Horizon Worlds Pavilion demos at Meta Beach. Plus, in partnership with Meta Spark, there will also be AR effects accessed through QR codes that create unique ways to sample each world. 

“We’re excited for people to jump in and connect with fellow MINI drivers and Fender fans in these new Meta Horizon Worlds,” said Nicky Bell, VP, global head of Creative Shop. “As more brands think about how they will show up in these new immersive spaces, the MINIverse and Fender Stratoverse are great examples of how brands can partner with these pioneering VR creators to bring a community together and drive value for the brand.” 

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