{"id":154572,"date":"2022-06-16T11:32:36","date_gmt":"2022-06-16T09:32:36","guid":{"rendered":"https:\/\/ipmark.com\/?p=154572"},"modified":"2022-06-16T14:31:21","modified_gmt":"2022-06-16T12:31:21","slug":"playchange-debut-benetton-metaverso","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=154572","title":{"rendered":"‘PlayChange’, el debut de Benetton en el metaverso"},"content":{"rendered":"

United Colors of Benetton aterriza en el metaverso con su tienda ‘PlayChange’. Con el fin de ser una marca atractiva e interactiva para el consumidor final \u2014especialmente el m\u00e1s joven\u2014, la marca de moda combina la experiencia\u00a0‘phygital’<\/em> a trav\u00e9s de Roblox.\u00a0<\/strong><\/p>\n

Esta tienda toma su nombre de la\u00a0campa\u00f1a de lanzamiento de la iniciativa realizada durante la Milan Fashion Week<\/strong><\/a>, celebrada el pasado mes de febrero. El espacio virtual se ‘vestir\u00e1’ con su mismo \u00ablook & feel\u00bb\u00a0<\/em>refinado y minimalista utilizado para su flagship<\/em> situada en Corso Vittorio Emanuele (Mil\u00e1n).<\/p>\n

Tres mundos diferentes<\/h2>\n

Una vez los usuarios ‘entren’ en\u00a0PlayChange<\/strong> podr\u00e1n explorar su entorno con libertad\u00a0 descubrir una selecci\u00f3n de prendas ic\u00f3nicas de la colecci\u00f3n primavera-verano 2022. Despu\u00e9s, podr\u00e1n acceder a tres mundos de juego diferentes<\/strong>.<\/p>\n

Estos son \u00abPink it!\u00bb<\/strong>, donde el usuario deber\u00e1\u00a0tocar y colorear de rosa el mayor n\u00famero de siluetas flotantes<\/strong> que recuerden a las ovejas;\u00a0\u00abGreen Adventure\u00bb<\/strong>, un bosque en modo mundo abierto inexplorado donde, para sobrevivir, se\u00a0 deber\u00e1 evitar a las abejas que ‘caen’ desde arriba, y\u00a0\u00abThe Color Race\u00bb<\/strong>, una carrera ambientada en el desierto, donde se deber\u00e1 seguir una ruta marcada por logos de colores.<\/p>\n

\"\"<\/p>\n

Al final de cada juego, aparecer\u00e1 una tarjeta virtual, que permitir\u00e1 al usuario que la haya conseguido acercarse a una tienda f\u00edsica de Benetton<\/strong> que participa en el metaverso, comprar y beneficiarse del descuento obtenido gracias a la participaci\u00f3n en los minijuegos de la tienda virtual.<\/p>\n

Participaci\u00f3n de\u00a0influencers<\/em><\/h2>\n

Para llegar a mucha m\u00e1s gente y dar a conocer el lanzamiento de\u00a0PlayChange<\/strong>, se ha contado con talentos procedentes del mundo del\u00a0gaming<\/em> y del\u00a0lifestyle<\/em>. Contar\u00e1n con personalidades como\u00a0Luca Vezil<\/strong>, apasionado de la moda, la tecnolog\u00eda y la fotograf\u00eda;\u00a0Gloria Schito<\/strong>,\u00a0tiktoker<\/em> y creadora de contenidos de moda; y\u00a0Surry<\/strong>, que oscila entre el mundo del\u00a0gaming<\/em> y el\u00a0lifestyle<\/em>. Muchos\u00a0streamers<\/em> y\u00a0gamers<\/em> se unir\u00e1n a esta iniciativa en Twitch jugando en los tres mundos de\u00a0PlayChange<\/strong>.<\/p>\n

\u00abBenetton siempre ha sido una marca pionera: nuestro objetivo es ser los primeros en explorar las nuevas posibilidades de participaci\u00f3n que ofrece esta nueva tecnolog\u00eda, acerc\u00e1ndonos cada vez m\u00e1s a los h\u00e1bitos de consumo y a la visi\u00f3n que las generaciones m\u00e1s j\u00f3venes tienen del mundo de la moda y del\u00a0retail<\/em>\u00ab, comparte\u00a0Antonio Patrissi<\/strong>, director digital de\u00a0Benetton Group<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

La marca combina la experiencia ‘phygital’ a trav\u00e9s de Roblox, donde se podr\u00e1 acceder a tres mundos de juego y, una vez superado, aparecer\u00e1 una tarjeta virtual que puede usarse en el mundo f\u00edsico. <\/p>\n","protected":false},"author":6924,"featured_media":154574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[383,6455],"class_list":["post-154572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-influencers","tag-metaverso"],"acf":[],"yoast_head":"\n'PlayChange', el debut de Benetton en el metaverso<\/title>\n<meta name=\"description\" content=\"La marca combina la experiencia 'phygital' a trav\u00e9s de Roblox, donde se podr\u00e1 acceder a tres mundos de juego diferentes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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