SPC Baskin Robbins Opens First Metaverse Store
Baskin Robbins, which is operated by SPC Group, announced on December 23rd its launch of the ‘BR Factory’ official map on Asia’s largest metaverse platform, ZEPETO, as the first in Korea’s food and beverage industry.
Baskin Robbins’ BR Factory holds greater significance because it was implemented as a completely differentiated ‘World Map,’ a brand experience space, within virtual reality rather than simply entering an existing map.
In the snow-covered fairytale-like space, users enjoy a new brand experience in the metaverse, and also digital commerce that transcends between virtual and real worlds.
In Baskin Robbins ZEPETO World Map, users can try on and purchase costumes and accessories designed in the Baskin Robbins style. In addition, when passing through the ice cream transformation machine, users’ avatars are transformed into ice creams, allowing users to enjoy a unique experience.
The biggest fun element is the ‘Cake Making Challenge,’ the main content of the World Map. To complete this challenge, users make an ice cream cake by gathering up the designated flavors with friends from ‘Chocolate Forest,’ ‘Love Struck Strawberry Field’, and ‘Mint Garden’ and putting the flavors into the ice cream machine. Users that post photos of the completed cakes on SNS will be presented with Single Regular ice cream vouchers through the drawing of lots.
In addition, together with Secta9ine, a technology-based marketing solution provider, Baskin Robbins introduced a next-generation commerce model targeting the so-called ‘Generation MZ’, the young who are said to be familiar with the digital environment, to lead virtual experiences in the metaverse space into actual purchases.
Through kiosks in the World Map, users receive discount coupons that can be used in online and offline stores or purchase mobile exchange vouchers at discounted prices. Baskin Robbins will continue its efforts to strengthen the next-generation commerce model by starting live commerce streaming using ZEPETO avatars as virtual characters.
To celebrate the opening of BR Factory, Baskin Robbins will hold special promotional events. Users who give correct answers to the quizzes given out in ZEPETO World Map by the 31st will receive Block Pack vouchers. In addition, Ice Mochi and Christmas cake mobile vouchers will be sold at prices discounted by up to 30%. Lastly, 3100 users who post photos of cakes created through the ‘Cake Making Challenge’ on Instagram will also be presented with Single Regular ice cream vouchers by lot.
“We are introducing Baskin Robbins’ commerce model that play leads to purchase by targeting the Millennials and Gen Z, which is familiar with a digital lifestyle,” said a Baskin Robbins official of the SPC Group. “We will expand user benefits and fun elements in the metaverse space by providing content and promotional programs that place emphasis on the elements of fun rather than ending as just one-time events.”
