Vodka brand Grey Goose is taking its experiential marketing up a notch with virtual experiences. Specifically, the Bacardi-owned brand is leaning into the metaverse, most recently for an activation with the US Open Tennis Championships. Earlier this month, Grey Goose created an immersive experience on metaverse platform Decentraland for the US Open in which visitors learned about the US Open’s signature cocktail, the Honey Deuce. The activation also featured an interactive display that allowed visitors to toast the players. “We were eager to meet our consumers in this space,” Grey Goose vp Aleco Azqueta said of bringing the brand to the metaverse. “The US Open was the most natural tie-in for our brand, given its connection to sports and gaming.”
Using events like the US Open to build its metaverse marketing strategy allows Grey Goose to create new programming to attract its target demographic and stand out to sport fans and alcohol drinkers. To develop its virtual activation, Grey Goose enlisted Razorfish, an interactive agency specializing in web development, media planning and buying, technology and innovation. For the US Open activation, Grey Goose wanted its virtual experience to draw a strong connection with how consumers engage with its brand in real life. To achieve this, Grey Goose set up interactive games and challenges to give visitors a chance to win a variety of prizes, including limited edition wearables, merchandise and tickets to the Grey Goose suite at next year’s US Open.