Will of the People Metaverse - Muse
Music, Entertainment
To launch “Will of the People” we wanted fans to experience the band’s rich world-building and music as a community.
Our goal was to take it beyond a traditional digital listening event, flat video premiere or chat session and create a place where fans could engage with each other and the album in a shared narrative space. So we cooked up a pocket metaverse - sucking fans into the album’s fantastic world for a multilayered premiere event where they could watch exclusive content, discover easter eggs, grab limited edition merch, live stream the album & chat with each other.The experience blew expected performance out of the water, thrilling fans and providing a playground during release week were we supported the larger 360 campaign. On top of surpassing our streaming and engagement goals, we also massively outperformed our revenue expectations - this was a great case study for interactive merch helping fans
