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Pacsun launches PacVerse metaverse campaign for the holiday season

David Murphy

Pacsun has released its 2022 seasonal campaign, ‘PacVerse’, together with a campaign video ‘Welcome to the PacVerse’. It features a real-life cast entering a metaverse created by Pacsun that juxtaposes virtual and physical worlds and includes a futuristic airport terminal, an upside down world, an icy wonderland, and the new PacVerse world.

The campaign will run across all Pacsun’s digital and social channels, with exclusive content rolling out throughout the season on TikTok, Instagram, Snapchat, Discord and YouTube, as well as across its 300+ physical retail locations. Pacsun also plans to create 1:1 NFTs that will signify different PacVerse environments in the campaign.

The PacCommunity has expressed ongoing excitement around creating their digital identities in virtual hangouts, which has been evident primarily through audiences’ response to Pacsun’s gaming presence within PacWorld on Roblox and ‘Pacsun the Game,’ both of which launched earlier this year. Inspired by the seamless travel opportunities within the metaverse, PacVerse aims to help further that expression by offering a fun, creative, and immersive way for consumers to connect, while engaging in virtual branded experiences across a multitude of varying landscapes over the holiday season. 

“PacVerse serves as a full funnel medium across our virtual and physical worlds that helps to enhance brand value and consumer experience,” said Pacsun President, Brie Olson. “Our audience is the first generation to blend their digital and physical identities as a natural part of their lives, and the PacVerse theme is a celebration of their self expression, reflecting those identities and the unique sense of shared community they find in both. Virtual brand worlds are an important part of the future, and part of what is so exciting about these immersive virtual concepts is that the discovery for our consumer is both fluid and the creativity has no boundaries.” 

Pacsun brand ambassadors featured in the campaign, including Brooke Monk and Mathieu Simoneau, will create special content throughout the season, along with other ambassadors including dancer Brynn Rumfallo and stunt performer Hero DW. Virtual influencer Miquela, who onboarded with Pacsun initially in support of the 2022 Fall Denim campaign, will also be supporting the campaign on social media.  

In addition, Pacsun will be activating in the Metaverse by extending virtual experiences on PacWorld, with fresh ways for consumers to dress their avatars, including new layered clothing and a dedicated Holiday Gift Shop featuring Pacsun's seasonal collection. Consumers can also interact with the collection, which features a curated mix of unique brand collaborations, fashion capsules, and brand partnerships, through virtual styling guides, and try-on experiences by existing partner DressX. Pacsun will also host a variety of IRL events and activations, including festive in-store initiatives and a holiday rooftop screening in Los Angeles, where the campaign video will be screened in front of a live audience for the first-time.