JENNACONVISSAR

THE CLIENT: Meta

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THE ASK: How can we help Latino businesses get ready to take over the Metaverse?

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OUR INSIGHT: Latinos are extremely community-driven and all about togetherness. Whenever there's an event that includes Latinos, they support each other like a "familia.” Since most Latino business owners don't understand or don't see the benefits of expanding their business to the Metaverse, we need to guide them in a way that’ll be easier for them to adapt to this market, while highlighting the community aspect.

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OUR IDEA: "El Mercadito by Meta"

The first-ever Latino market to exist in the Metaverse. 

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The best way to reach Latino businesses is to create an experience that's unique and recognizable to their market. A “mercadito” is a typical Latino event where local business owners display kiosks on the street where the public can sample their products. This tactic has been used for years and is highly effective at driving engagement.  This time, we're launching: "El Mercadito by Meta"– the first ever Latino market launched in Horizon Worlds. Here, businesses that haven't yet explored the Metaverse can get a glimpse into what it's like.  We'll start off by generating content that will harness the interest of Latino business owners and help them understand that, just like a real-world "mercadito", they can benefit from this virtual "mercadito." This strategy will get Latino business owners comfortable with taking the leap by providing them with a space that they are already familiar with.

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“El Mercadito by Meta” will allow Latino businesses to test-run the Metaverse. But first, we need to grab their attention.  To bridge the gap between the real world and the virtual world, we’ll begin by going to "mercaditos" in high-concentration Latino communities and placing an art installation that features a kiosk designed as it would look in the Metaverse. This installation will have a QR code that’s linked to a Facebook event with more information about "El Mercadito by Meta." We’ll create an AR filter on social platforms that recreates the façade of their business and transforms it into a virtual 3D space. This transformation will amplify awareness and help them visualize the possibilities.  Since many of these businesses rely on the IG Shop, we’ll replace one of their product visuals with a digital version, generating curiosity and inviting them to join ”El Mercadito by Meta.”

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