Quick take:
- Fans can claim digital wearables in J Balvin’s style at the Meta Lite Bar.
- The wearables can be worn by avatars in the metaverse.
- The Meta Lite Bar can be a location for virtual performances by other artists.
TerraZero Technologies Inc., a vertically integrated metaverse technology company, today announced that it has launched the second activation from Miller Lite’s Meta Lite Bar in collaboration with Colombian popstar, J Balvin.
The activation sees TerraZero bring back the Miller Lite Meta Lite Bar for another experience, after their Big Game Day activation in February. This activation is an important milestone for Miller Lite as it is proof that the beer brand can engage the audience in the metaverse through repeat deployments of their virtual builds.
In the Meta Lite Bar, fans can claim digital wearables that channel the personal look and style of J Balvin, ranging from clothing and accessories to brilliant rainbow-coloured hair. The wearables avatars as they move through the metaverse.
This activation also brings the brand’s identity to life in a way where a marketing campaign can become a place of socialisation, community building, and fandom for both the brand itself, and artist partners like J Balvin. It could also be a venue for virtual performances by other artists, or a place to hang out during sporting events.
“The truth is, the Meta Lite Bar can be anything Miller Lite wanted it to be. The brand understands this, and that’s why they are going to be a fixture in the digital world for years. There is unprecedented opportunity to create community and engagement for a brand like Miller Lite, and our relationship with Miller and Molson Coors has been nothing short of outstanding,” said TerraZero’s Chief Experience Officer (CXO), Brandon F. Johnson & Chief Metaverse Officer (CMO), Ryan Kieffer.
TerraZero first made headlines for issuing one of the first mortgages in the metaverse. It recently partnered with Atlantic Records and Jason Derulo for the R&B singer’s activation in the metaverse.
Another alcohol brand that has set up a virtual bar in Decentraland includes PATRÓN Tequila, which made its first foray into the metaverse earlier this month with a pop-up bar series where visitors can participate in cocktail-themed quests and unlock exclusive PATRÓN NFT wearables.
