Welcome to the Miniverse
The first branded racing experience created in Meta’s Horizon Worlds, bringing MINI enthusiasts together to compete in VR. A partnership between Meta, Pereira O’Dell & MINI, designed to keep brand love high during chip shortages that impeded access to the car IRL. The MINIverse is a world crafted with love and care for the joy of racing, and it’s always open to anyone with a Meta Quest.
We worked closely with MINI clients, POD creatives and Horizon Worlds creators Jordan Marcotte, John Burnap and Malcolm Langille on every detail of the experience. From the cars, to the track, to the racing uniforms and trophy, everything was made bespoke to meet MINI’s famous fun to drive feel.
A companion AR filter “test drive” on Instagram, along with a social ad campaign, helped promote the VR racing game.
