Case Study - Balearic Islands
→ Context.
The government of the Balearic Islands has been betting on web3 technology during 2022 and 2023. In 2022, we held a forum on the metaverse and the future of tourism with the aim of training and learning about the metaverse, blockchain and the new revolution coming to the tourism sector. Due to the success of these presentations, they decided to go one step further and launch a campaign in the web3 environment.
→ Proposal.
After winning the public tender of AETIB (Strategic Agency of Tourism of the Balearic Islands) we moved forward in its commitment to web3.
On the one hand, we carried out one of the first actions of evolutionary NFTs, i.e. digital assets that could evolve thanks to user actions. For this, we created a story and a well-defined graphic line. In addition to managing all the technical aspects of the project, we looked for free collaborations with influencers to give the project more exposure (this was one of the tasks not initially assigned to Play the Game).
In parallel, we created a digital environment that was inspired by the award-winning stand of FITUR (International Tourism Fair) of the Balearic Islands. Both in Virtual Reality and 2D screen.
Here, you could find particularities of the physical stand, from the provision to digitally follow the conferences from anywhere in the world without having to travel. But we also created additional elements that allowed access to other functionalities that the physical stand obviously could not offer: from avatars that welcomed them or immersive videos of parts of the Balearic Islands to mini-games such as archery or basketball.
→ Value.
Play the Game offered a consistent, disruptive and 360º campaign in a digital environment that favoured the Balearic Islands' objectives.
We were in charge of developing both campaigns with the partners, coordinating them with the client's needs and especially optimizing the results.
→ Results.
The most realistic proof of success is that AETIB asked us to replicate the same experience months later at the Berlin Tourism Fair (ITB).
Millionaire impact thanks to PR (not managed by Play the Game) and influencers.
Achievement of expected metrics in terms of virtual attendees.
→ Client quote.
"The replica of the stand of the Balearic Islands "Posidonia" in the virtual environment AltSpace was a bet of the AETIB to create a first environment in the metaverse.
Posidonia is a marine plant and the virtual stand allowed the space to be immersed in the underwater environment, the experience in this sense was completely immersive for users.
Any person, wherever they were and by means of their avatar, could visit the stand, participate in the entire catalogue of contents or the agenda of events that took place during the different days.
The possibilities that a channel with these characteristics offers in terms of interaction are practically infinite, physical barriers disappear, perhaps the only limit that exists is the one we impose on ourselves".
Tolo Vicedo. IT technician at the Balearic Tourism Agency.
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