• by Colin Kirkland , November 1, 2022

Cool California retail brand PacSun has announced a new 2022 seasonal campaign set to send consumers into the metaverse via a futuristic airport terminal -- an upside-down world, an icy wonderland, and a new branded world deemed the “PacVerse.”

The retailer, which is popular among teens and young adults, isn not new to the convergence of digital and physical worlds. In March of this year, the company opened “Pacworld,” a virtual mall experience in metaverse gaming platform Roblox.

The company says its new campaign will span all its digital and social channels with exclusive content rolling out on TikTok, Instagram, Snapchat, Discord, and YouTube, along with over 300 physical retail locations.

Pacsun also plans to create 1:1 non-fungible tokens (NFTs) that will signify different PacVerse environments in the campaign.

“Inspired by the seamless travel opportunities within the metaverse, PacVerse helps further that expression by offering a fun, creative, and immersive way for consumers to connect, while engaging in virtual branded experiences across a multitude of varying landscapes this Holiday season,” says the retailer.

A slew of Pacsun brand ambassadors will be featured in the campaign -- including influencers Brooke Monk, Mathieu Simoneau, dancer Brynn Rumfallo and stunt performer Hero DW -- who will create special content throughout the season.

Along with NFTs, Pacsun will be activating the campaign in the metaverse by extending virtual experiences to Pacworld, inviting consumers to dress their avatars in new clothing and visit a dedicated holiday gift shop based off of the company's seasonal collection.

Consumers will be able to interact with the collection via virtual styling guides and physical events and activations, including in-store initiatives and a live holiday rooftop screening of the campaign video in Los Angeles.

“PacVerse serves as a full-funnel medium across our virtual and physical worlds that helps to enhance brand value and consumer experience,” says company president Brieane Olson. “Our audience is the first generation to blend their digital and physical identities as a natural part of their lives, and the PacVerse theme is a celebration of their self expression, reflecting those identities and the unique sense of shared community they find in both.”