ANTA Ice and Snow Metaverse Campaign: A Futuristic Journey Blending Technology and Sports
Have you been stuck in the phase of experiencing sports events through television? Last winter, the Chinese sports brand ANTA unlocked a brand-new Winter Games experience for us. By integrating the Metaverse and Virtual reality (VR), they created the “ANTA Ice and Snow Metaverse” digital space, offering users a novel way to experience the Winter Olympics.
By leveraging the Metaverse, ANTA successfully achieved a brand image upgrade.
In the past, I have always perceived ANTA as a traditional Chinese sports brand, focusing on the design and production of specialized running shoes, with content mainly associated with professional athletes. Additionally, its store decoration style has been quite conservative, making it difficult for me to associate ANTA with youthfulness, avant-garde, and technology.
However, through its collaboration with China’s largest e-commerce platform, Tmall, ANTA has broken away from its traditional image by creating a virtual digital space, leveraging virtual technology to transcend the limitations of time and space. This initiative actively conveys the spirit of the Winter Olympics and the brand philosophy of “Love Sports, Love ANTA,” successfully establishing a new brand positioning of “bringing ultimate value through technological innovation.”
NFT Rewards: Igniting Passion for the Winter Olympics and Cheering for Winter Athletes.
ANTA collaborates with the Chinese Olympic Committee to launch the 2022 Commemorative Edition High-Energy Ice and Snow NFT Collection, leveraging the scarcity and artistic value of NFTs to stimulate users’ enthusiasm for ice and snow sports. The ANTA digital collection features 12 digital ice and snow sculptures, each representing the distinctive poses of the winter sports athletes, corresponding to the Chinese national teams’ performances in the Winter Olympics.
To participate, users need to access the “Ice and Snow Metaverse” digital space through the Tmall platform. Within a limited time frame, users can gain insights into Winter Olympics-related knowledge and earn fervent cheering points. For every 2022 points accumulated, users unlock NFTs and stand a chance to win clothing gift boxes worth $400.
Meanwhile, ANTA’s global brand ambassador, Dilraba Dilmurat, along with Winter Olympics champion Yang Yang and sports champions Zhu Xueying-Trampoline and Xu Mengtao-Freestyle Skiing, took to China’s mainstream social media platform, Weibo, to promote hashtags like #ANTAWinterOlympicsLimitedNFTRelease#, #ANTAICEANDSNOWMETAVRSE#, and #HighlightingImpressiveWinterOlympicsCollectibles#. They invited everyone to cheer for the Winter Olympics, support Team China, and enthusiastically participate in the ANTA campaign. Through this strategy, ANTA successfully expanded its brand influence and encouraged nationwide engagement in this exciting event.
According to data from Weibo, the “ANTA Ice and Snow Metaverse” campaign garnered an impressive total topic reading volume of over 272,000,000. Additionally, it received significant attention from numerous Chinese technology-focused media outlets, greatly enhancing the brand’s exposure and reaching a broader consumer base.
This brand transformation and marketing strategy demonstrate ANTA’s keen insight into the market and consumers, effectively connecting the brand image with youthfulness, avant-garde, and technology through innovative digital campaigns. It also showcases the brand’s proactive attitude and innovative capabilities in adapting to the changing times and expanding the market.
