Multiverse Marketing: Brands in Virtual Worlds

By India Fizer 

As traditional advertising continues to lose traction with younger audiences, a new playbook is emerging. Brands such as KFC, Audi, and CP Foods are diving headfirst into immersive experiences to connect with Gen Z and Gen Alpha, not as advertisers, but as participants in their world. Here’s how they’re making it work.

KFC Bribe Bucket

In a bold leap into the virtual world, KFC’s Bribe Bucket campaign redefined brand engagement for Gen Z gamers across the MENA region. With many younger audiences viewing the brand as outdated, KFC, alongside agency TBWA\RAAD, ventured into Call of Duty’s chaotic voice-driven Proximity Chat, where players often plead for their lives after being downed. Instead of pushing traditional ads, KFC offered a lifeline: real-world fried chicken as in-game currency.

Gamers who struck deals to “spare” others in the heat of battle could earn a Bribe Bucket — a clever fusion of virtual interaction and real-world reward. By seamlessly integrating into gaming culture, KFC flipped the script from advertiser to ally, achieving over 1,400% increase in engagement and more views than major esports finals, all without paid placements.

KFC Original Fake Games

In another virtual campaign, KFC tackled a shared annoyance: deceptive mobile game ads. The brand, with TBWA\RAAD, recreated those fake ads and turned them into real, playable games. The twist? Every ad led to a genuine experience, driving home the message: the original is always better than the fake.

The campaign struck a chord. Downloads soared over 270% on launch day, users spent an average of 12 minutes playing, and KFC app installs jumped 162%. What started in the UAE quickly went global, reaching players in 75+ countries.

Audi – “Las Meninas” Reimagined

In a bold fusion of art and technology, Audi and Ogilvy Barcelona have reinterpreted Velázquez’s iconic Las Meninas with LiDAR technology. LiDAR, an acronym for Light Detection and Ranging, is a laser technology integrated into Audi’s safety systems that stands out for its precision and reliability. Digital artist Javier Pardina reconstructed the scene with over 2 million data points, creating a precise spatial version of the painting from a car’s perspective.

The result: a unique blend of classical art and cutting-edge innovation. Released as a limited edition experience for Audi’s innovation community, the project shows that even the most timeless works can be seen in a whole new light.

 

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CP Foods Egg-Perience

To break through Gen Z’s ad resistance, Thai brand CP turned to Zepeto, a global virtual world with over 400 million Gen Z users, to create Egg-perience, an interactive branded universe promoting its ready-to-eat steamed eggs. Rather than pushing ads, CP invited users to play, dress up, and explore.

Through cute collectible items, virtual meetups with Thai star Billkin, and immersive in-world activities, Yell Worldwide helped CP transform its product into a shareable, emotionally engaging digital journey.

CP Mewtaverse

CP Spicy Bologna made headlines by launching its metaverse fan experience with the “CP Bologna Mewtaverse” campaign, blending real-world branding with virtual engagement. Partnering with Thai idol Mew Suppasit, the campaign transformed fan interactions through a customizable metaverse platform where users could attend a virtual fan party, explore game zones, and engage in branded experiences. With over 3,000 registrations in just two hours and over 1.5 million retweets in 30 minutes, the campaign topped social media trends in Thailand, Vietnam, and Singapore.

CP Xtreme

To connect with Gen Alpha, CP Xtreme launched “CP Xtreme Cheese Lava Survival”, an immersive advergame inside Roblox. Designed to mimic their cheese lava sausage product, the multi-level obstacle course tapped directly into Gen Alpha’s play habits. With over 12.5K visits post-launch, 50K+ minutes of engagement, and a 25% sales boost near schools, the campaign fused fun, product familiarity, and digital-native engagement. It’s a perfect case study in how brands can play to win in the metaverse by meeting young audiences where they live, online.

Check out more campaigns like this in our Multiverse Marketing reel.