Panda brings summer time vibes to each yard with prolonged actuality gig

Summer season is the time for cheerful music, festivals and general good vibes. Nevertheless, the previous years – the lockdowns and social distancing – have modified how we rejoice summer time. Distant but accessible digital experiences have turn into extra essential and acquainted to folks.

Finnish sweet model Panda has historically all the time executed a summer time promotion, together with lotteries or collect-and-get campaigns. This yr, part of Panda’s summer time marketing campaign contains an XR mini gig.

Panda’s XR expertise promotes a enjoyable and fuzzy summer time environment consisting of tasty liquorice, mellow music from Finnish artists Paul Elias and VIIVI, and summery visuals in an accessible but intimate atmosphere – the consolation of your personal cellular browser.

“The concept was that along with the primary prize – an precise personal mini-festival – we might share unique content material with everybody who bought a bag of Lakumix. Whereas making a motive to purchase, we concurrently added unique and distinctive content material to the product, thus providing added worth,” Panda’s Advertising and marketing Supervisor Anna Willberg explains.

Matching vibes, manufacturers and folks in on-line experiences

The pandemic pushed us a couple of years into the longer term. We’re all now extra accustomed to distant experiences and extra versatile on-line content material. Panda’s journey in direction of intangible and extra experience-based rewards of their campaigns has been a no brainer.

“After 2 extraordinary years of mainly no occasions, we knew folks have been longing for experiences. So when Common Music Group contacted us, and we agreed on the collab with VIIVI and Paul Elias, it was clear we one way or the other needed to make the most of XR,” Willberg explains.

“Arilyn and their know-how have been a part of our Easter egg expertise for a few years. As we really feel XR will play an enormous function in shopper engagement in years to return, we wish to put it to use on a bigger scale as soon as the proper alternative arises. The collab with VIIVI and Paul Elias supplied us with the proper alternative.”

The Metaverse period and prolonged actuality certainly carry extra thrilling collaboration alternatives. For Panda and Common Music Finland, the correct of match was essential.

“The result is superb. Not solely is the model match between the artists and Panda spot on, however the content material itself sounds and appears superb!” Panda’s Willberg provides.

“Each Paul Elias and VIIVI have been very enthusiastic about this chance and are pleased with the consequence. The net area has an intimate really feel,” Common Music Finland’s Head of Music & Manufacturers, Milka Murto, says.

Extra prospects to attach within the Metaverse

Prolonged actuality and different Metaverse functions add new dimensions to conventional business campaigns. Audiences can get added worth from their purchases, and types can attain new audiences extra simply.

“Panda is a messenger for rest. The XR expertise that we designed and produced collectively brings an attractive, experiential and pleasant dimension to the marketing campaign,” says Bob the Robotic’s Mission Director, Mira Sallanko.

Delivering model messages and connecting with audiences by distant and on-line experiences drive us in direction of new methods of doing issues.

“XR and the Metaverse allow followers throughout Finland – and the world – to attend gigs. It’s terrific that everyone can get pleasure from music. We imagine that the previous two weird years have pushed digital gigs as a everlasting a part of artists’ future, proper by dwell gigs’ facet.

We now have already seen loads of unbelievable international examples of the probabilities XR holds. For instance, the spectacle-like ABBA Voyage concert series held earlier this yr. Sooner or later, artists might presumably carry out in a number of locations without delay and execute their excursions extra ecologically,” Murto wonders.

Invite Paul Elias and VIIVI for a mini gig to your yard by a QR code on Panda’s Lakumix liquorice sweet luggage up till the tip of July 2022.

You can see a teaser experience here (in Finnish).