Popular fashion brand Calvin Klein partnered with Ready Player Me (RPM) that is a metaverse platform creating 3D metaverse avatars for launching a Lunar New Year-themed Web3 game called ‘Unleash Your Inner Explorer’. The game is aimed at customers based in Hong Kong, Japan, Taiwan, Korea, Singapore, and Malaysia, but international users can also play by scanning the QR code on this website.
With this partnership, Calvin Klein offers the chance of winning various prizes by playing three games to Asian-based customers. One game involves catching the Chinese New Year rabbits, so there is both fun and prize! To participate, users need to dress their RPM avatars with fresh pieces from the rabbit capsule collection. In addition, fashion enthusiasts can claim new Calvin Klein outfits for their avatars and share their outfits’ pictures with the community.
This move by Calvin Klein comes in line with other brands, such as McDonald’s that is also launched a Lunar New Year campaign earlier this month. Ready Player Me has also recently launched several metaverse initiatives, like the partnership with Unstoppable Domains to connect avatars to users’ digital identities and the collaboration with Maybelline New York and L’Oréal Paris to create metaverse-ready makeup and hair looks.
Calvin Klein’s partnership with Ready Player Me and the launch of the Lunar New Year-themed game is a great example of how brands are leveraging the potential of the metaverse and the gaming industry to reach and engage with customers in a fun and interactive way. It’s expected that more brands will follow this trend in the future.