New to the metaverse: JOSE CUERVO’S virtual distillery and NIKE’s crashed spaceship

Brands continue to devise intriguing ways of using the metaverse to connect with tech-loving consumers. One recent example: Jose Cuervo, which has announced construction of a virtual distillery. It’ll open this summer in Decentraland. The liquor brand said information about tequila will pour out from the virtual distillery, as will a variety of engaging experiences for the 21-and-older crowd. … Another example of a brand with its feet increasingly planted in the metaverse is Nike, having created for kids 8 to 12 a special realm of adventure inside Nikeland (which has existed on Roblox since October). The new Nikeland addition is a crash-landed spaceship called Airtopia. It was designed with inputs from a cutting-edge artist, a popular drummer, and an admired skateboarder. The virtual attraction—supported by social—opened to visitors right around March 26, Nike’s annual Air Max Day that commemorates the birth of Air Max sneakers way back when. Airtopia is expected to close by the middle of this month (April 2022). Until then, visitors will be able to play games and collect rewards in the course of trying to refuel the spaceship so that it can depart Nikeland.