Outback - Metaverse Burger CCXP 21
In 2021, Outback became one of the sponsors of CCXP, the largest geek and pop culture event in Brazil. Due to the pandemic, the entire edition took place online — creating a new challenge for the brand: how could Outback promote and sell the two exclusive burgers created especially for the event in a fully digital environment?
That challenge led to the creation of Outback Cidade Alta — the brand’s first restaurant in the metaverse. The virtual unit was built inside the famous GTA RP server, transforming the Outback experience into an immersive in-game activation.
Inspired by the continuation of the comic book universe previously created by the brand, exclusive character skins were also developed for the project. During the days of CCXP, major Brazilian streamers hosted live broadcasts in which the story unfolded through missions to defeat powerful forces of evil, blending gaming, entertainment, and branded storytelling into one shared experience.
Through the in-game activation and the streamers’ broadcasts, players were able to unlock exclusive iFood coupons to order the limited-edition burgers in real life. The campaign became a massive success — with the burgers eventually selling out across participating restaurants.
During the days of the event, we operated from a real-time war room, creating and publishing live content for the brand’s social media channels. The strategy connected key moments from different CCXP panels with Outback’s in-game activation inside the Cidade Alta server, allowing the brand to actively participate in the conversations happening throughout the event in real time.
