BMW-owned car brand MINI and guitar maker Fender unveiled two new Meta Horizon Worlds, which debuted today at Cannes Lions.
Welcome to the Fender Stratoverse™ — a Stratocaster guitar-shaped island surrounded by floating islands, giant Fender guitar amps and planets floating high above in the stratosphere. Head over to Horizon Worlds to start exploring, collecting picks and riffing with your friends! pic.twitter.com/9ZfxM0I0O8
— Fender (@Fender) June 21, 2022
What is the MINIverse experience all about?
MINI’s MINIverse experience was built in collaboration with Pereira O’Dell, Creative Shop, Meta Horizon Worlds, creators John Burnap, Jordan Marcotte and Malcolm Langille.
In the MINIVerse, users can take to the tracks and feel the adrenaline rush of a race as they glide down a gravity-defying track.
Spectators can step in to help or obstruct by pressing buttons to push cars off a ramp, or block them with whac-a-mole style bowling, or even help friends with timely speed boosts.
Players can customize their MINI by changing its colors, adding hood stripes and a contrasting roof, and even trying out different racing outfits and unlocking other MINI vehicles as they try to reach the top of the leaderboard and challenge friends.
“The MINI brand is synonymous with fun, and has always distinguished itself by bringing this fun to life in a cheeky and unconventional way,” said Rah Mahtani, Director of Brand Communications, MINI USA. “MINI is thrilled to collaborate with Meta’s Creative Shop as the first automotive brand to create a virtual experience in Horizon Worlds, offering the fun of customizing and racing MINIs in this innovative virtual reality.”
Following recent brand applications submitted in May, Fender partnered with R/GA, Creative Shop and Meta Horizon Worlds creators Ashley Briley, Matt Torres and Sammy Nu of VRinReview for the Fender Stratoverse.
The metaverse experience begins for players when they land on the Stratocaster guitar-shaped island head. Once they have made their way down the guitar neck and arrive at the Riff Maker, they embark on the main attraction.
Players must search the Fender Stratoverse for guitar chords, represented by brightly colored Fender picks. Once a pick is unlocked, it will be available to anyone in the Riff Maker, where they can place it on one of 18 spots in the Riff Maker to add their chord to the looped community riff.
Players can also move the pick within the riff and have the option to change the chord The Fender Stratoverse contains air guitar zones, four special golden picks that unlock the ability to record riffs and additional planets to venture to with a flying Fender pedal to play musical creations.
“We couldn’t be happier to have been invited by Meta to take Fender into the metaverse for the first time,” Evan Jones, CMO of Fender. As a brand, we are committed to facilitating all forms of musical expression and are thrilled with the potential this technology has to allow Fender fans and creators to meet, play and create across borders, cultures and from any distance.”
To experience the Worlds, Meta Quest 2 headphone users in the U.S., Canada and U.K. can simply search for MINIverse or Stratoverse™ on Meta Horizon Worlds starting today.
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