McCain and Adfactors PR present the World’s First Holi, on the Metaverse
Holi is the time to get together with friends and indulge in a lot of eating and enjoyment. McCain with its wide range of delicious, easy-to-make snacks, have always been an integral part of such celebrations.
The objective of this year’s Holi campaign was to communicate that McCain snacks are not just delicious, but can be prepared in minutes. So, you can have great food and then have a great time with everyone to enjoy the festivities.
The Campaign: #McCainDoneTohHoliFun
We launched the campaign #McCainDoneTohHoliFun with a happy Holi film that showcased fun moments of the festival spent with loved ones, made more colourful and delicious with McCain’s range of delicious snacks like, Cheese Pizza Samosas, Chilli Garlic Potato Bites and Veggie Fingers. It was also a celebration of friends and family coming together to play Holi after a really long time. The film garnered 2.4 million views on YouTube.
To extend the thought of celebrating Holi with friends, we collaborated with Wingreens Farms and FunFoods by Dr. Oetker to engage in a fun, tongue-in-cheek banter, where we asked them to join us for the big Holi celebration, using #DostonWaliHoli. The banter created a lot of buzz, leading up to the McCain Metaverse Holi Party.
We also encouraged people to order McCain snacks online through delivery partners – Swiggy Instamart, BigBasket and Zepto, by continuing the banter with the brands on our social handle.
McCain snacks are easy-to-make and are enjoyed best during festivals. To highlight the many festivities and colours of Holi, we collaborated with food blogger - Dawat-e-hind and created a stop-motion video, featuring McCain snacks and bright elements of Holi. The video received over 1.2 million views.
The First Ever Metaverse Holi by McCain:
Metaverse is the new big thing and McCain Foods India added more colours to their Holi by celebrating the first ever Metaverse Holi Party, in collaboration with Yug Metaverse.
The main objective was to go beyond the usual and offer something super exciting to users – A platform where they can create their own fun avatars and play a new kind of Holi, that’s colourful and full of interactive experiences.
The Metaverse Holi Party hosted a dedicated McCain Zone, which allowed users to engage with the brand in multiple interesting ways. They could shop for McCain products, play fun games and interact with people, across the country, who became a part of this extravagant Holi celebration.
Other major attractions of the Metaverse Holi Party were:
The two day event received over 20K registrations with over 18 minutes average time spent on the platform.
According to Swati Jain, Head of Sales and Marketing - Retail, McCain Foods, “One takeaway from this pandemic is the boom we’ve seen in tech, especially when it comes to finding creative ways to connect. As human beings we crave shared experiences. This Holi we hosted the first ever Metaverse Holi Party, a fun virtual setting to enjoy Holi. This Metaverse Holi party was part of our larger campaign #McCainDoneTohHoliFun, which talked about how celebrations become extra fun with scrumptious McCain snacks. We strive to provide the best festive snack experiences to Indian families that do not consume preparation time while being great in taste & variety”
According to Abhishek Gupta, Vice President, Adfactors PR Delhi, “During Holi, McCain ran a campaign themed #McCainDoneTohHoliFun. Celebrating the World’s First Holi on the Metaverse was a great way to bring alive this proposition, especially in the new normal. Because on the Metaverse you did get to play Holi with other people and have fun, without (of course) stepping out of your homes. Moreover, this was a cool new way to connect with audiences. As part of a larger campaign McCain ran a film, had a banter with other brands and culminated the celebrations on the Metaverse for a unique and exciting Holi.”