Metaworld
Open the game- Brand
- Pirelli
- Year
- 2024
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Accenture
Objective
Pirelli wanted to turn passive followers of a 150-year-old tyre brand into active fans by giving them a reason to spend time with the brand beyond product ads. A browser-based virtual world let people discover Pirelli's design and racing sides through play, with no purchase and no app download required.
Solution
You land on pirelli.com/metaworld, hit "Play now" and step into a 3D world as your own avatar, no download needed. From there you choose between three zones — Design District, Creative Place and Speed Garage — wandering through Pirelli Design showcases and official merchandise displays. Answering quiz questions unlocks vehicles, which you then take onto a velodrome track to race. Along the way you earn exclusive Pirelli-branded outfits for your avatar, and a share panel lets you post your run to Instagram, TikTok, X, Facebook or YouTube before logging off.
Results
The Pirelli Metaworld space on Spatial drew 64.8K views and 1.6K "loves."
- 1
The Pirelli Metaworld page invites the visitor to enter Pirelli's browser-based metaverse, offering 'Play now' to launch it directly in the browser or 'Download the app' to open the same space in the Spatial mobile app.
- 2
The player controls a third-person avatar and is told upfront that the experience spans three explorable areas and two games.
- 3
The player walks through three themed zones on the Spatial platform — Design District and Creative Place, which showcase Pirelli Design content and the brand's creative initiatives, and Speed Garage, the racing-themed area where the vehicles are found.
- 4
In the zones, the player answers quiz questions to unlock vehicles scattered around the world, the first of the two games.
- 5
Once a vehicle is unlocked, the player takes it to the velodrome and drives it around the track, the second game.
- 6
Completing the experience rewards the player with exclusive Pirelli Design branded outfits to dress their avatar in, mirroring official Pirelli merchandise shown in the world.
- 7
At the end, the player can share their session via buttons linking out to Facebook, X, TikTok, YouTube and Instagram.
