Calvin Klein launches a web3 game in partnership with Ready Player Me

American brand Calvin Klein celebrates Lunar New Year with a fashion-themed web3 game dubbed “Unleash Your Inner Explorer.” The brand partnered with the metaverse platform for cross-game avatars, Ready Player Me, to develop the experience.

The campaign is aimed at customers based in Hong Kong, Japan, Taiwan, Korea, Singapore, and Malaysia. However, international users can also play the game by scanning the QR code on a dedicated page. 

Calvin Klein gives its Asian-based customers a chance to win a variety of prizes by playing three Ready Per Me-powered games. For instance, one of the games includes catching the Chinese New Year rabbits. To participate, users need to dress their RPM avatars with fresh pieces from the rabbit capsule collection. In addition, fashion lovers can claim new Calvin Klein outfits for their avatars and share their outfits’ pictures with the community. 

Calvin Klein is not the only brand to launch a Lunar New Year campaign. Earlier this month, McDonald’s partnered with viral video creator Karen X Cheng to develop an AI-enabled TV commercial. The release also included metaverse-based events and an AR filter. 

Ready Player Me has also recently launched several metaverse initiatives. Last week, the company partnered with Unstoppable Domains to connect avatars to users’ digital identities. Existing RPM users received $50 to claim their unique Unstoppable domain names. In November, the platform collaborated with Maybelline New York and L’Oréal Paris to create metaverse-ready makeup and hair looks. 

Read related posts: