TMELAND, the virtual social music platform by Tencent Music Entertainment, launched a new metaverse arena for fans on October 24 during the Coca-Cola Fan Festival through the WeChat mini program in China.

The experience allows the fans to freely move between two mini-programs and make their own virtual Coca-Cola avatars. They can shop online, play games and lotteries, and take pictures with digital celebrity avatars as metaverse residents.

Users can earn points by purchasing Coca-Cola offline and scanning QR codes during this year’s Coca-Cola Fan Festival. Every user has a unique digital avatar, and connecting with other users will increase your points.

TMELAND’s metaverse zone for Coca-Fan Cola’s Festival exemplifies many of the benefits of new marketing based on virtual communities. To begin with, it transcends traditional marketing’s time and space boundaries, as fans can log in via the WeChat mini program and visit the virtual spaces of various brands at any time and from any location. Second, immersive digitalization allows fans to stay longer in virtual blocks. Third, extending marketing scenarios can increase the commercial value of sub-products.

Tencent Music Entertainment has strong development capabilities, and Tencent’s QQ and WeChat have a large user base. TMELAND plans to provide different solutions, such as basic templates and customization, for customers to choose from in the future, making it easier for brands to select template rooms for some basic renovation under budget considerations.

Adidas Originals collaborated with TMELAND to host a metaverse music festival in May. TMELAND created a variety of virtual outdoor advertisements for Adidas Originals brands, and participants were able to redeem Ozworld sneakers after completing regular activities.

With further technological advancements, brands can upgrade the video content played in the rooms, alter the products displayed, and hold launch shows and events in their virtual blocks, forming their metaverse ecology in TMELAND’s mini program.

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