Fender Stratoverse - Co-Play

Brand Partnership Management.
Social VR. Social Content. In-Person Activation.

Led Meta's exploration team of 40+ people to orchestrate a four month innovation sprint with community world builders, strategists, engineers, product leads and RGA to create Fender's first step into a social VR world. The result of hours of innovative game scripting in Meta's Horizon Worlds platform. To scale the VR world out of headset an AR interactive experience was also created using a portal to sample the world and a guitar playing activity.

Launched by Meta at Cannes Lions 2022, International Festival of Creativity, The Stratoverse is a musical adventure that highlights a co-play audio experience in which players get to create original riffs together, and of course, explore a Stratocaster-shaped island.

The experience also hosts a virtual scavenger hunt. People are invited to search the world together to find guitar chords, represented by illuminated Fender picks. Once a pick is unlocked, it becomes available to anyone in the world back at the Riff Maker where it can be placed in one of the 18 spots to add their chord to the looping community riff.

Players can move the pick around within the riff, and also have the option to duplicate it or modify it by changing it from a major to a minor chord - or making it sharp or flat.

Onsite Activation - what was included?
Horizon Worlds experience: Visitors can experienced Horizon Worlds using a Meta Quest headset
Brand worlds: Visitors can explore brand worlds like MINIverse and Fender Stratoverse
AR effects: Visitors could access a sample of the VR world as an AR 3D model through using QR codes
Education sessions: Visitors could participate in educational VR sessions and workshops.