TerraZero Technologies Inc. announced the launch of the second activation of Miller Lite’s Meta Lite Bar in collaboration with Colombian pop star J Balvin.
The Meta Lite Bar is back! Swing by to celebrate the launch of @JBALVIN's BodegaWear and get a chance to win an Ice Boom Box Cooler. Even with fire on the aux, your beers will be ice cold.
Go to https://t.co/CzvYlsHVKB to learn more.
— Miller Lite (@MillerLite) July 28, 2022
TerraZero and the Miller Lite Meta Lite Bar
The activation sees TerraZero bring back the Miller Lite Meta Lite Bar for another experience, following its Big Game Day activation in February.
This activation is an important milestone for Miller Lite, as it is proof that the beer brand can engage the audience in the metaverse through the replay of its virtual builds.
What can be done at the Meta Lite Bar?
Fans will be able to claim digital wearables that channel J Balvin’s personal look and style, from clothing and accessories to rainbow-colored hair.
This activation also brings the brand identity to life so that a marketing campaign can become a place for socializing, community building and fandom for both the brand itself and associated artists like J Balvin.
It could also be a place for virtual performances by other artists, or a place to hang out during sporting events.
“The truth is that the Meta Lite Bar can be anything Miller Lite wants it to be. The brand understands that, and that’s why it’s going to be a fixture in the digital world for years to come. There is an unprecedented opportunity to create community and engagement for a brand like Miller Lite, and our relationship with Miller and Molson Coors has been nothing short of exceptional,” said TerraZero Chief Experience Officer (CXO) Brandon F. Johnson and Chief Metaverse Officer (CMO) Ryan Kieffer.
TerraZero first made headlines for issuing one of the first mortgages in the metaverse. It recently partnered with Atlantic Records and Jason Derulo for the R&B singer’s activation in the metaverse.
Notably, another spirits brand recently set up a virtual bar in Decentraland, PATRÓN Tequila, which made its first foray into the metaverse earlier this month with a series of pop-up bars where visitors can participate in cocktail-themed missions and unlock exclusive PATRÓN NFT wearables.
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