LGU+ "Get Coupons When Visiting Baekdabang in Metaverse 'Ubus'"

LG Uplus announced on the 12th that it will hold various events in collaboration with The Born Korea to celebrate the launch of 'UVERSE.' UVERSE is a metaverse platform exclusively for universities, equipped with features specialized for campus life. This event will take place in the metaverse 'Snowverse' of Sookmyung Women's University, a university subscribed to UVERSE.

UVERSE presents a new dimension of marketing model where students can experience various companies and directly engage with brands through avatar-interactive content, rather than one-way corporate marketing. The Born Korea is providing practical benefits such as brand partnership discounts available only in the university's metaverse to college students and is conducting customized marketing for Generation Z to secure potential customers through this collaborative event.

Checking the mission through the Baekdabang NPC (above), coupon receipt screen after mission completion (below) [Photo by LG Uplus]

For the event running until the 5th of next month, popup stores of 'Paik's Coffee' and 'Hanshin Pocha' have been realized through 3D modeling. Students can participate in events such as ▲Experiencing The Born Korea brands ▲N-acrostic poem New Year's literary contest. Additionally, in the metaverse library, there is an event to achieve daily study time goals using the 'Study with me' feature.

Students can move to the event zone through flyers distributed by an NPC (Non-Player Character, computer-controlled character) manager at the main gate of Snowverse, a virtual space, and can also check event details through streetlight banners around the campus. Upon entering the event zone, they can watch promotional videos at the Paik's Coffee store or order food via a virtual kiosk at the Hanshin Pocha store to experience the brands. For the first participation, 1,000 people will receive Paik's Coffee vouchers and The Born integrated gift certificates worth a total of 10 million KRW, which can be used at offline stores.

Also, since the event is held during the midterm exam period, a 'Study with me' event is conducted where students achieve a daily study goal of one hour. The 'Study with me' feature, specialized for universities in Snowverse, is content where students gather in the metaverse library to study together via avatars or campus study groups. Students can earn Paik's Coffee coupons and The Born integrated gift certificates based on the number of stamps collected. Sookmyung Women's University plans to use this event as a factor to encourage enrolled students to access Snowverse daily and stay longer.

Starting with this collaboration event with The Born Korea, LG Uplus plans to build a metaverse advertising system in UVERSE, providing companies with tools to promote virtual branches and brands without significant cost burdens. Furthermore, LG Uplus will establish a 'Daehangno Event Zone (tentative name)' where enrolled students from universities subscribed to UVERSE can interact regardless of their affiliation, and will conduct various monthly events linked with companies.

Seunghoon Jeon, Executive Director of Smart Infrastructure Business at LG Uplus, stated, "As UVERSE is a metaverse platform exclusively for universities, we will create a revenue model that satisfies both companies and real users, the university students, and realize a new ecosystem. We aim to become a platform that offers effective marketing opportunities for companies seeking to secure Generation Z as future customers."