Springdale, Arkansas-based Hillshire Farm has entered the metaverse for the first time with its Red Barn, featuring an interactive gaming experience in Decentraland, a 3D virtual world browser-based platform.
Visitors of the Hillshire Farm barn will be greeted by a farmer-inspired non-playable character who will share key locations to visit within the game and details about the quest. Users are challenged to build a sandwich as fast as possible using ingredients accessible on the farm.
Quest players will earn “Barn Bucks,” a non-monetary in-game currency that can be used to unlock exclusive branded in-game wearables, like The Rope Sausage Belt and The Farm Overalls.
“We wanted to create an engaging experience for consumers that matches the level of care and craftsmanship we put into each of our products,” said Courtney Ballantini, VP of marketing and communications with Tyson Foods.
“Virtual reality gives marketers a new way to creatively bring brands to life while providing entertainment value. We’re excited about the possibilities ahead for our brands in the metaverse.”
The barn was built in partnership with British metaverse technology company, LandVault, the largest platform-agnostic metaverse building company.
“We’re happy to partner with the Hillshire Farm brand as they enter the Metaverse and offer players a genuinely fun and rewarding experience,” said Samuel Huber, founder and CEO of LandVault.
“As the Metaverse continues to gain more traction, it’s becoming imperative for traditional and respected mainstream brands to get comfortable with virtual worlds and prepare to fully embrace the Web3-centric future.”
Hillshire Farm brand has been providing meat products since 1934. The products are versatile and are available in stay-fresh packaging in a variety of cuts, sizes and flavors. Its portfolio includes lunch meat, smoked sausage, fresh sausage, Lit’l Smokies cocktail links and kids poppable snack packs.
For additional information about the brand, visit hillshirefarm.com.
