CapitaLand launches digital festivities with metaverse and virtual influencer


CapitaLand has teamed up with Southeast Asian virtual personality Rae for their Jolly Merry Christmas campaign, smashing the fourth wall of Rae’s very first phygital appearance at CapitaLand malls with Molly-themed backdrops. The campaign is part of CapitaLand and POP MART’s 15th anniversary celebration in South East Asia for Molly, the latter’s main intellectual property figure.

Chris Chong, Retail and Workspace CEO (Singapore and Malaysia), CapitaLand Investment, said the campaign is the company’s first attempt to present shoppers with innovative and eye-opening experiences in the metaverse. , and anchor its shopping centers as experiential lifestyle destinations.

“We are excited to push the boundaries by seamlessly blending the physical and virtual shopping experience at CapitaLand malls for shoppers and retailers. We welcome everyone to our malls this holiday season to explore this exciting phygital world, create new memories and expand the wonders of your imagination like never before, ”he added. INTERACTIVE-MARKETING contacted CapitaLand for more information.

CapitaLand is also giving away a limited edition Christmas “MEGA COLLECTION 1000% SPACE MOLLY Christmas”, valued at SG $ 1,199.90 to one lucky winner. Players must venture into the Metaverse in an island-wide hide and seek game with Rae, as they try to find out where she is hiding based on the clues given. They’ll then need to take a selfie with Rae, post it on Instagram, and tag CapitaLand and Rae in the photo. It’s part of Capitaland’s drive to deliver an omnichannel experience to buyers.

Rae said the collaboration will showcase its AI CGI and deep learning technology, as well as its machine-generated text-to-speech voice. “Find out how I am breaking the fourth wall to interact with toy buyers and collectors in a hybrid reality, not only through social media, but also right here in malls. As a digital native living both in the physical and virtual fields, I want to allow buyers and my fans to enjoy this magical experience of bridging the digital-physical divide, ”she added. Meanwhile, AR Filters are also available at the Molly 15: Into The Future exhibit to attract fans of Molly, as well as her larger-than-life installations at CapitaLand malls.


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