Luxury Travel Retailer DFS Launches Digital Marketing Campaign in the Metaverse

Chinese luxury travel retailer DFS has collaborated with virtual influencers Reddi and Vila to launch a digital marketing campaign in the metaverse.
Image source: Reddi and Vila

Quick take:

  • DFS is jumping onto the metaverse train as it launches a digital marketing campaign in the virtual world.
  • The company has collaborated with virtual influencers Reddi and Vila for its Lunar New Year campaign.
  • The luxury travel retailer is looking to tap into the digital characters’ huge social media following.

Chinese luxury travel retailer DFS has become the latest global brand to jump on to the metaverse train, ahead of the lunar new year celebrations. The company has collaborated with virtual influencers Reddi and Vila to launch a marketing campaign in the metaverse.

Announcing its approach to the Chinese new year marketing campaign, DSF said “marks the opening of a new digital marketing frontier for DFS, timed to welcome the Year of the Tiger and to introduce DFS customers from around the world to a new era of virtual reality.”

The company also pointed to Reddi and Vila’s huge following on social media saying that they have merged metaverse technology with innovative marketing concepts to attract some of the leading retail brands in the world.

DFS has also released a digital film inspired by Chinese traditions and fashion to celebrate the Year of the Tiger. The film stars Reddi and Vila as chief gifting officers dressed in the Chinese Qipao dress.

The two characters are seen enjoying a Lunar New Year dinner composed of various products from the retail giant.

The collaboration will see Reddi and Vila continue to recommend gifts to the retailer’s customers via Weibo, WeChat, Little Red Book and other social media platforms through March 2022. They will also be giving tips on how to unlock unique gifts in the store.

Commenting on DFS exciting new ways of engaging with fans, DFS executive vice president digital ventures and marketing Long Chi said by embracing the Metaverse the company was tapping on the power of innovation to unveil a “multitude of new ways to surprise and delight our customers.”

Chi said its partnership with Reddi and Vila has enabled it to create a unique digital platform where its customers can have fun while gaining access to the latest shopping trends.

“We look forward to continuing our journey into the virtual-digital era, exploring new trends and evolving our approach to meet our customers’ desires,” he added.

With several brands launching metaverse versions of some of their top products, DFS could be on the verge of pioneering a new era of digital marketing in the metaverse.

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