SPC Baskin Robbins Opens Industry’s First Metaverse Live Commerce Era
Baskin Robbins, operated by SPC Group, announced on the 28th that it completed a live commerce show using metaverse technology successfully on NAVER Shopping Live on the 27th as the first in Korea’s food and beverage industry.
Baskin Robbins held a metaverse live commerce show using BR Factory, its exclusive official map on Asia’s largest metaverse platform, ZEPETO. In the show, which was broadcast through Ricco’s Cheat Day on NAVER Shopping Live, Ricco, a real live commerce star and Seo Gyeong-hwan, a celebrity, as well as BR Factory’s virtual characters, introduced Baskin Robbins products and sold mobile vouchers that can be used in Baskin Robbins stores across the country. This is the first case in NAVER Shopping Live where the brand experience was connected to actual product purchases on the metaverse.
The theme of this live show was Ricco’s Cheat Day, which showed Ricco’s first day as a part-timer at the Baskin Robbins store. A fun element was added with the cake-making challenge, a popular content of BR Factory. The biggest feature of this show is that it demonstrated a digital commerce experience transcending between virtual and real worlds as two types of ice cream cake made on the ZEPETO platform (Twirling Macaron, Real 27 Cube) were actually tasted and explained live.
In addition, the BR Factory map was implemented in the real broadcasting studio, providing viewers with an interesting experience as if they play a game while watching the show. The Baskin Robbins live show, which offered a variety of experiences and fun elements, was finished with success by recording a cumulative viewer count of 590,000 and sales of KRW 210 million.
“We introduced Baskin Robbin’s unique new-concept commerce model by applying metaverse technology, which the Millennials and Gen Z are familiar with, to live commerce that has grown rapidly according to a rising trend of contactless consumption,” said a Baskin Robbins official of the SPC Group. “We plan to provide newer and fresher brand experiences to consumers who are familiar with a digital lifestyle.”
