HSBC connects virtual and real world with seasonal campaign

HSBC has partnered with Wunderman Thompson Hong Kong to launch a seasonal credit card campaign, building an immersive world within Minecraft packed with rewards for participants to earn.

Also known as “WINTERverse”, the experience follows on from the “SUMMERverse” campaign launched in August 2022, which saw HSBC's initial foray into the metaverse on the same Minecraft platform – both utilising a “play-to-earn” approach where participants can turn their virtual experience into exclusive real-life offers.

Bridging the virtual and the real world, all the incentives in the "WINTERverse" translate into reality and include the introduction of popular partners such as TamJai, TamJai SamGor and MaskOn, to add to the excitement of the launch. Cardholders can follow the campaign mechanics to visit partner shops within the "WINTERverse" to complete designated challenges and win prizes which can be redeemed when completing transactions using their HSBC credit card at real-world outlets.

Expanding the initial ”SUMMERverse” map from Tsim Sha Tsui to Causeway Bay, players can travel back and forth between the two locations using public transportation as they would in the real world. After accumulating three completed quests in the “WINTERverse”, players will be eligible to join a lucky draw for other rewards.

Furthermore, the entry to the "WINTERverse" is tied to a new notification feature, which enables cardholders to receive a bespoke invitation link to the experience, opening the doors to this experience in a personalised manner. By adopting this user flow, the campaign has provided the app with added exposure while also onboarding new users to grow the existing base.

MARKETING-INTERACTIVE has reached out to HSBC for further information.

Back in December 2022, HSBC launched a metaverse gallery that offered an immersive online experience where art met technology, aiming to inspire the Hong Kong public to embrace art and culture. The virtual platform showcased digital artworks from local artists, including Yeung Hok Tak, Wong Ping and Flying Pig to broaden the reach of the artwork in various forms to connect to a more diverse audience.

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