#59: From Pasta to Presence - Barilla and Heineken Go Bold

In This Article

Around the Block…

• Blockchain / NFTs: Nike, Major League Soccer

• AI: Puma

• AR / VR: NBA 

• Gaming / Metaverse: Clarins, iHeartRadio / Coldplay, Walmart

• Roblox: Universal Pictures / Wicked, Purina

• Misc: Barilla, Heineken

Chain Reactions!

• So Much for That Slowdown Prediction…

• Fun & Impactful Activations Done Right

• NFT Race Medals are a Win for Runners and Web3

Around the Block…

Blockchain / NFTs

• Nike: Gives Out Digital Medals for Melbourne Marathon with Coinbase

  • At the recent 2024 Nike Melbourne Marathon, Nike and Coinbase offered over 35,000 participants blockchain-based “digital medals” stored as NFTs on Coinbase’s Base network.

  • These medals permanently record race times and grant perks, with 60 runners awarded “golden medals” for guaranteed entry to next year’s marathon.

  • New users also received a $20 Bitcoin bonus for joining and making their first trade on Coinbase.

  • Source: Coinbase / Instagram (Nike Melbourne Marathon)

• Major League Soccer (MLS): Launches QUEST NFT Collectible Experience

  • MLS, in partnership with Sweet—a digital collectibles platform that previously launched NHL Breakaway with the NHL—has introduced MLS QUEST, an NFT-based experience on the Sui blockchain.

  • Fans can collect video-based “Key Play of the Game” medallions, capturing key MLS moments.

  • By gathering digital collectibles online and at physical “Pick Up Zones,” fans complete quests to unlock rewards like team merchandise, game tickets, and VIP experiences, adding a unique Web3 layer to MLS fandom.

  • Source: MLS Quest / MLS - 1 / MLS - 2

AI

• Puma: Introduces AI-Powered Virtual Influencer “Laila”

  • Puma has launched Laila, an AI-driven virtual brand ambassador developed in collaboration with digital agency LOOP and Austria Puma Dassler GmbH, Puma’s regional headquarters for Eastern Europe, the Middle East, and Africa.

  • Targeting Puma’s digital presence in Morocco, Laila engages audiences with AI-powered social content, displaying Puma’s brand values and showcasing their latest collections.

  • Laila currently has over 12K followers.

  • Source: Instagram (laila.khadraa) / Jing Daily / LinkedIn (Anne-Liese Prem)

AR / VR

• NBA: 2024-25 Season Schedule Released for VR Viewing on Meta Quest

  • With the new season underway, NBA fans can once again watch select games in virtual reality using Meta’s Quest VR headset.

  • The games are available in NBA Arena within Meta’s Horizon Worlds app and the Xtadium app, giving fans an immersive courtside viewing experience.

  • This VR offering continues from last season, bringing real-time access to NBA games with enhanced digital features, although local blackouts still apply.

  • Source: NBA

Gaming / Metaverse

• Clarins: Launches Interactive Virtual World for Double Serum Product

  • Clarins has unveiled the Clarins Virtual World, an immersive web-based experience created with Cult Agency and Artificial Rome to promote its new Double Serum.

  • This interactive experience combines e-commerce with gamified storytelling, allowing users to navigate a visually rich digital land while engaging with Clarins products.

  • Source: Clarins Virtual World / Instagram (ImmersiveKind)

• iHeartRadio: Partners with Coldplay on “Moon Music” Fortnite Experience

  • iHeartRadio and Coldplay teamed up to bring fans an immersive music adventure in iHeartLand on Fortnite, which was live from October 24-27.

  • The experience was a gamified concert, where fans could experience Coldplay’s “Moon Music” album by building rockets, lunar bases, and concert stages across three phases, each revealing new songs and exclusive behind-the-scenes commentary.

  • Source: Fortnite (Music Simulator - iHeartLand) / Kiss 108 FM

• Walmart: Launches Digital Fashion Collection in Zepeto Metaverse

  • Walmart has launched its No Boundaries (NoBo) clothing line in the Zepeto metaverse, collaborating with Sawhorse Productions to bring pieces from the fall collection to life digitally.

  • Targeting Gen Z, the launch includes ten digital outfits and exclusive items co-designed with Zepeto creator Xexi.

  • A second virtual NoBo collection is set to drop on November 22.

  • Source: Retail Tech Innovation Hub

Roblox

• Universal Pictures: Brings “Wicked” Movie Experience to Roblox

  • Universal Pictures and Sawhorse Productions have launched a Wicked experience on Roblox before the movie’s release later this month.

  • Fans can explore “Shiz University” in the world of Oz, earning Emeralds, dressing avatars, and completing quests.

  • Through a partnership with Fandango, players can also purchase movie tickets directly in-game, receiving free UGC items with each purchase.

  • The experience will continue to expand with new events and quests through December.

  • Universal Pictures previously supported Despicable Me 4 with a dedicated Roblox experience.

  • Source: Roblox (Wicked RP) / Retail Innovation Hub

• Purina: Debuts Pet Racing Game on Roblox

  • Purina has introduced a multiplayer pet racing game on Roblox, allowing players to adopt and race their favorite dog and cat breeds.

  • Players compete across city and countryside courses, unlocking elite levels and collecting accessories for themselves and their pets.

  • The experience was developed in partnership with Paradowski Creative.

  • Source: Roblox (Purina Arena Pet Racing)

Misc.

• Barilla: Gives Away Pasta Box NYC Subway Tickets on World Pasta Day

  • In celebration of World Pasta Day, Barilla partnered with New York’s MTA to create “Togetherness Tickets,” turning Spaghetti boxes into free subway passes at the 34th Street-Hudson Yards station.

  • Visitors could pick up a pasta box and tap it at the turnstile for a complimentary ride.

  • Source: La Gondola

• Heineken: Creates “Boring Mode” App to Curb Phone Use at Events

  • Heineken is encouraging concertgoers to stay present with its new “Boring Mode” mobile app, inspired by the success of its minimalist Boring Phone.

  • Debuting at music events like Amsterdam Dance Event, the app blocks user-selected apps, silences notifications, and reduces camera quality to keep users focused on the live experience.

  • Heineken’s push aligns with survey findings that 41% of Gen Z and Millennials feel frustrated by excessive phone use at concerts, aiming to help fans connect with the moment.

  • Source: Boring Mode - Google Play / Boring Mode - Apple App Store / TrendWatching

Chain Reactions!

So Much for That Slowdown Prediction…

• Last week was super quiet, so I figured brands would ease off activations with the upcoming election and holiday campaigns on the horizon. Turns out, I was way off! This week, brands were out in full force with some impressive, non-holiday-themed activations.

Fun & Impactful Activations Done Right

• Barilla and Heineken delivered some refreshing activations, breaking out of the usual brand playbook. These initiatives don’t quite fit into our usual categories—and that’s exactly what makes them stand out. By offering free subway rides and encouraging phone-free concert experiences, they brought genuine value to people in ways that feel fresh, fun, and impactful. Often the most effective brand moments are those that think outside the box to create something memorable without feeling like traditional marketing.

NFT Race Medals are a Win for Runners and Web3

• Nike and Coinbase showed just how useful NFTs can be with their digital race medals at the Melbourne Marathon. This is exactly the kind of Web3 application that adds real value—giving runners a lasting, shareable record of their accomplishment. It’s a smart way to archive race achievements, allowing participants to savor and showcase their hard work. Here’s to hoping we see more races adopt this idea!

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