#63: Brands Are Playing the Long Game with Emerging Formats

In This Article

Around the Block…

• Blockchain / NFTs: Lamborghini

• AI: Mango

• AR / VR / Visual: Regal Cinemas, Prada Group

• Gaming / Metaverse: Adidas, Porsche, Hugo Boss

• Roblox: Netflix

Chain Reactions!

• Brands Continue to Test and Tinker in Emerging Spaces

Around the Block…

Blockchain / NFTs

• Lamborghini: Launches Miura NFTs on VeVe Marketplace

  • Lamborghini continued its partnership with VeVe, a digital collectibles marketplace, to release a new NFT collection featuring the iconic Miura sports car.

  • The drop occurred on Saturday, November 23, 2024, using a “blind box” format, in which the specific collectible received was revealed at purchase.

  • The collection featured various rarities, including Uncommon, Rare, Ultra Rare, and Secret Rare editions, each priced at $70.

  • Source: VeVe 

AI

• Mango: Uses AI Models in Teen Sportswear Lookbook for AW24

  • Mango continued its use of AI with models featured in the Autumn/Winter 2024 teen sportswear lookbook.

  • This builds on their July 2024 ‘Sunset Dream’ campaign, where AI positioned garments into generated visuals based on real-life photos.

  • The AW24 campaign features AI-generated models in dance studio and outdoor settings, with all images labeled as AI-created.

  • Mango highlighted cost savings and production efficiency as key benefits, reducing the need for traditional creative resources.

  • Source: TrendWatching

AR / VR / Visual

• Regal Cinema: Brings AR to Gladiator II and Wicked Experiences

  • Regal Cinemas partnered with Geenee AR to launch immersive augmented reality campaigns for Gladiator II and Wicked.

  • For Gladiator II, fans could virtually try on a Gladiator helmet through a face-tracking AR experience integrated into Regal’s email campaign.

  • For the Wicked premiere in New York, AR allowed fans to explore five virtual dresses inspired by the world of Oz and virtually try on the witch’s hat.

  • Source: GEENEE (Gladiator Demo) / LinkedIn (GEENEE) - 1 / LinkedIn (GEENEE) - 2 / YouTube (GEENEE)

• Prada Group: Launches Virtual Handbags for Bitmoji

  • Prada and Miu Miu partnered with Snapchat to release branded handbags for Bitmoji, available starting November 19, 2024.

  • Users can access a curated selection of handbag designs from both brands to customize their digital avatars.

  • Source: LinkedIn (Prada Group) / LinkedIn (Prada) / LinkedIn (Miu Miu)

Gaming / Metaverse

• Adidas: Collaborates with Brawlhalla for In-Game Items

  • Adidas teamed up with Ubisoft’s Brawlhalla, a free-to-play platform fighting game, to feature branded in-game items available from November 6 to December 4, 2024.

  • Players can now access the Adidas Forum Mid Battle Boots Weapon Skin and an Adidas Avatar in the game’s store as part of Brawlhalla’s 9th Anniversary celebration.

  • Source: Brawlhalla / X (Brawlhalla) / LinkedIn (Bruna Soares) / Go Nintendo / Wiki.gg

• Porsche: Introduces 911 GT3 RS Car to Fortnite

  • Porsche partnered with Fortnite to bring the 911 GT3 RS sports car to the game, available from November 20 to December 3, 2024.

  • Players can purchase the car through the Fortnite Item Shop for 2,800 V-Bucks, with customization options like decals, wheels, and 49 colors.

  • This marks Porsche’s entry into Fortnite’s car offerings, adding to the game’s lineup of vehicles.

  • Source: Porsche / GameRant

• Hugo Boss: Launches Virtual Holiday Shopping Experience

  • Hugo Boss debuted a virtual holiday shopping experience, developed by Emperia, on November 22, following a virtual shop launched in April 2024 for the ‘BOSS House Bali’ event.

  • The immersive store allows visitors to browse the holiday collection and curated gift items in a gamified, villa-like setting.

  • Centered around the BOSS XP loyalty program, the experience includes access to a private courtyard offering exclusive benefits like raffles, event invitations, and complimentary alterations.

  • Visitors can shop menswear, womenswear, footwear, accessories, and fragrances directly within the virtual store.

  • Source: Hugo Boss (Virtual Shop) / Retail Tech Innovation Hub / LinkedIn (Emperia) / LinkedIn (Hugo Boss) 

Roblox

• Netflix: Updates Roblox’s Experience with “Cobra Kai” and “Spellbound”

  • Netflix partnered with Roblox animation studio Barrier Four to expand its Nextworld hub with interactive experiences for Cobra Kai and Spellbound, starting November 25, 2024

  • Players can relive each series through playable scenes: a musical scene from Spellbound and a martial arts showdown from Cobra Kai.

  • Source: Roblox (Netflix Nextworld) / PR Newswire (Barrier Four)

Chain Reactions!

Brands Continue to Test and Tinker in Emerging Spaces

This week’s updates feel like another round of brands dipping their toes into emerging tech and platforms—not massive leaps, but interesting moves nonetheless.

• Lamborghini’s VeVe drop continues its early NFT strategy, predating its Motorverse and Fast ForWorld activations, showing ongoing interest in digital collectibles.

• Regal’s AR email campaign for Gladiator II uses a simple yet creative distribution channel to make AR more accessible.

• Adidas’ small integration in Brawlhalla—just a couple of branded items—adds another tiny but consistent gaming touchpoint for the brand.

• Hugo Boss continues to utilize immersive shopping experiences with its second Emperia activation this year.

These updates show brands experimenting while refining strategies they’ve tested before—small but steady moves in an evolving landscape.

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