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Hershey launches Hersheyverse

Hershey, a snacking company and the largest producer of quality chocolates, has forayed into the metaverse with the launch of ‘Hersheyverse’. The brand will offer quests, discounts, interactions, landscapes and an exclusive wearable in Hersheyverse to give consumers an immersive branded experience around holidays.

The experience will be a memorable one, built on the universal language of chocolate where users complete quests, learn about sweet holiday traditions, explore virtual shops, and even earn exclusive rewards by completing quests. With this activation, Hershey aims to create an experience that helps the brand connect with Gen-Z consumers around the holiday season. This innovative experience gives people a new way to engage with the world-famous chocolate brand.

In Hersheyverse, there will be non-player characters (NPC) who will guide users to explore the space. The space is centred on a larger-than-life Hershey’s Kiss, where all the interactions will take place. Some shopkeepers represent different markets like India and will highlight the most popular Hershey’s products during the holidays from the country. There will also be various quests such as Holiday Quest, Social Quest, A Sweet Surprise and A Flying Hershey’s Kiss. These quests will entail distinct storylines which will activate different aspects of the space, the player will eventually earn rewards in terms of power-ups and an exclusive wearable.

Geetika Mehta, Managing Director, Hershey India, said, “As a digital forward brand, we at Hershey India want to familiarize our consumers with our products through the metaverse experience.”

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