Asahi GoodDay Product Launch in the Metaverse: Case Study – MootUp

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Avatar stands in a virtual Japan Town environment during the GoodDay product launch in MootUp by Hyperspace, with branded displays, live video feeds, and a traditional red pagoda in the background.

Executive Summary

When the COVID-19 pandemic disrupted traditional product launches, Asahi Group Holdings turned to MootUp’s metaverse platform to introduce Good Day cultured milk to the Filipino market. This case study details how Asahi leveraged virtual technology to maintain brand authenticity, reach a global audience, and deliver an engaging launch event despite unprecedented challenges.

Background

Asahi is a global beverage company with products available in over 90 countries. The launch of Good Day cultured milk was a strategic move to expand into the Filipino market. However, pandemic restrictions made an in-person launch impossible, prompting Asahi to seek an innovative, virtual alternative.

Objectives

  • Ensure accessibility for a diverse, potentially non-tech-savvy audience
  • Use a web-based platform requiring no downloads or installations
  • Create a customizable environment reflecting Asahi’s Japanese heritage
  • Deliver a celebratory event with live entertainment, including performances by two popular Filipino bands
  • Provide virtual spaces for media engagement, including a dedicated press room for Q&A sessions

MootUp Solutions

  • Provided a browser-based metaverse platform accessible on smartphones, tablets, computers, and VR/AR headsets
  • Enabled Asahi’s design team to recreate a Japanese airport arrivals terminal with branded booths, background music, video walls, chatbots, and live announcements
  • Facilitated spontaneous networking through live chat, video/audio calls, private messages, and private audio zones
  • Supported diversity and inclusion with four avatar options: fully customizable 3D, video avatars, hologram avatars, and VR-specific avatars
  • Offered integrated analytics to track engagement, time spent, and interactions

Key Features

  • Access from any device: desktop, laptop, tablet, mobile, immersive VR, and phone dial-in
  • No apps, downloads, or IT approval required
  • Video avatars and 360° environments for immersive experiences
  • Import 3D models for product visualization and training
  • Easy navigation with responsive design and VR hand controllers
  • Switch between third-person and immersive first-person views
  • Over 1000 gestures, facial expressions, and poses
  • Participants list, private messaging, shared whiteboards, and unique laser pointers for engagement

Impact

  • Global Reach: Enabled participation from over 90 countries simultaneously
  • Engagement: Supported natural networking and real-time communication
  • Brand Experience: Delivered an immersive, culturally authentic launch environment
  • Accessibility: Ensured universal access across all major devices, including VR/AR
  • Analytics: Provided measurable insights into attendee engagement and event success

[MANUAL REVIEW NEEDED – Direct testimonial quotes and ROI calculation not available in extracted data]

Conclusion

MootUp’s platform empowered Asahi to overcome pandemic-related obstacles and deliver a successful, innovative product launch. This case demonstrates how virtual environments can preserve brand identity, foster engagement, and extend reach for global product launches.

Call to Action

Ready to elevate your next product launch with immersive virtual experiences? Book a demo with MootUp today and discover how you can connect with audiences worldwide—no boundaries, no downloads, just results.

About Ken Callwood

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