DIVE BRIEFPacsun expands metaverse presence for the holidays

Dive Brief: 

• Pacsun unveiled a holiday campaign titled “PacVerse,” a play on the metaverse meant to celebrate virtual identities, per information shared with Marketing Dive. 
• At the center of the effort is a new spot, “Welcome to the PacVerse,” which positions the PacVerse as a community-driven fictitious destination featuring an upside-down world, icy wonderland and futuristic airport terminal. The campaign also has out-of-home, digital, social media and influencer marketing elements.
• The brand teased a collection of nonfungible tokens meant to represent different locations within PacVerse and will expand its PacWorld experience on Roblox to include a holiday gift shop and virtual try-on station. The push follows a heavy investment by Pacsun in emerging platforms and technology. 

Dive Insight: Pacsun, which opened a virtual mall on Roblox earlier this year, looks to further narrow the gap between digital and physical channels with its holiday campaign. The seasonal effort caters to the retailer’s Gen Z target demographic, which perceives the metaverse as a place they can truly be themselves, according to industry research. 
In the new spot, a group of friends gathers for the holidays, with one person gifted a virtual reality headset that acts as her portal to the PacVerse. The commercial is airing on Pacsun’s digital and social channels, while exclusive content will be shared via TikTok, Instagram, Snapchat, YouTube and Discord. The effort will also see themed in-store experiences as well as a holiday rooftop screening of the campaign spot in Los Angeles. 

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