Gushers: Let Your Sole Out
Branded Content, Sweepstakes, Metaverse

Agency: Complex Brand Partnerships Studio
Client: General Mills / Mindshare
Role: Creative Project Manager

Complex collaborated with RAL7000Studio in creating liquid-filled, Gushers-inspired sneakers. Limited to just 50 pairs, these exclusive kicks were made available solely within the metaverse at ComplexLand 3.0. Fans had the opportunity to dress their avatars with the sneakers and enter to win a real-life pair through a virtual scavenger hunt within the land and on the SoleCollector app. Branded editorial + video links here and here.

Contributions

• Collaborated on user experience of the sweepstakes journey which had touchpoints across the metaverse, Complex.com, and the Sole Collector app. 

• Created roadmaps on working with external creative partners, upholding brand requirements, and design best practices.

• Help drive creative development and production of sneakers, packaging, and all marketing and social assets inclusive of 3D artwork.

Results

• 4,905 entries into the giveaway

• 4.87% engagement rate on editorial content, more than 80x above the .03%-06% ComplexLand metaverse benchmark

• 96.3MM impressions across Complex and Gushers channels

• 8K interactions with Mount Gusher in ComplexLand