To properly embrace and respect gaming culture, the collaboration between Listerine and content creators was at the core of the Breathcalypse campaign to create a dynamic and engaging entertainment experience in the metaverse.
We transformed our strategy in a gameplay with two levels:
LEVEL #01: Entering the Game Community
We partnered with a squad of streamers and influencers that broadcast and shared Breathcalypse to major content game platforms.
LEVEL #02: Belonging to the Game Community
We encouraged all types of gamers – from influencers to genuine players – to broadcast their gameplays and join this active community and help create an organic success.
During Listerine's 30-day period in the virtual city of Complexo, a diverse range of content creators streamed Breathcalypse spontaneously on their platforms, including smaller players and big name gaming influencers like Nobru, the most popular in Brazil with over 50 million followers.
Listerine didn’t simply insert itself into the metaverse – we created a unique brand experience by turning the gameplay into media.