Brazilian brands make a secret friend in the metaverse, but the absence of Lu do Magalu draws attention

In the secret friend game of the brand personas, as the stores' avatars are called, the influencers exchanged gifts and reviewed their choices. Entitled “The Incredible Secret Santa of the Metaverse”, the event was publicized on the participants’ social networks, which have thousands of followers on the platforms. CB, for example, has more than three million followers on Instagram alone.

Secret friend action strategy is to enhance network presence

Via's Marketing Manager, responsible for Casas Bahia and Ponto, Gabriel Ribeiro, said that the strategy aims to “boost our presence on networks, strengthen our partnerships and bring more interactivity and promotions to the customer”.

Lu's absence moved Twitter

Despite the fun taking over Christmas in the metaverse, not everything is rosy. Twitter users drew attention to something unusual. A Lu, from Magazine Luiza, was not at the get-together. Obviously because Lu's store is a direct competitor in the Brazilian market of the brands that were at the party.

Lu, apparently, spent Christmas alone in her virtual home. In addition, it also took the opportunity to serve as a marketing piece promoting its brand’s products:

In addition to CB, Pin and Nat, digital influencers Theo Rises, Aria Phenix and André Akkari. In addition to the Secret Santa, brands engaged their stores by publicizing Christmas offers.