Launching a Metaverse Art Gallery
In 2022, we launched the new IQOS ORIGINALS DUO with a three-part digital activation ending with the first-ever local Meta-exhibition showcasing user-generated artworks.
In the first phase of the campaign, we launched a landing page where users created their own artworks in the IQOS ORIGINALS DUO colors using predefined brushes and backgrounds. More than 1000 unique users submitted artworks in the first 24 hours only.
In the second phase, a jury selected 50 artworks that advanced to a user voting stage. The audience voted for their favorite pieces and selected the best 20 artworks for the Meta-gallery exhibition.
In the last phase, we launched the IQOS Metaverse space and invited people to explore the exhibition in 4 different
rooms – each dedicated to one of the 4 new colors of IQOS ORIGINALS DUO and displaying artworks in the same color specter.
An installation in the center of the gallery and a special kiosk that redirected to the IQOS online shop allowed guests to explore the new devices while interacting with other avatars.