HomeIceland Takes a Swipe at Mark Zuckerberg’s Meta Introducing ‘Icelandverse.’

Iceland Takes a Swipe at Mark Zuckerberg’s Meta Introducing ‘Icelandverse.’

Iceland campaign taking swipe on Mark Zuckerberg Facebook changing to Meta shows how humorous and on trend advertisement can be relatable to viewers and travellers.

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Updated: February 28, 2023
Zuckerberg doppelganger

In November 2021, Iceland Tourism launched a marketing campaign that went viral on social media.

The campaign responded to Mark Zuckerberg’s announcement of Facebook’s new name, Meta, and his vision of creating a Metaverse.

Iceland Tourism took the opportunity to cleverly parody Zuckerberg’s announcement, creating a funny and engaging video that showcased Iceland’s natural beauty and cultural highlights.

Iceland Tourism has cleverly mocked Mark Zuckerberg’s Metaverse in their latest video, featuring a Zuckerberg doppelganger introducing “Icelandverse” – a destination that offers an “enhanced real reality” experience without the need for clunky headsets.

The Campaign– To Promote Iceland as a Travel Destination

The campaign, “Come to Iceland – You can touch our reality,” was created by Iceland Tourism in collaboration with local creative agency Íslenska. 

The campaign’s purpose is to promote Iceland as a travel destination, highlighting the unique experiences and natural wonders visitors can enjoy. 

The video begins with a nod to Mark Zuckerberg’s announcement of Meta. Then it transitions into a comedic and visually stunning journey through Iceland’s landscapes, highlighting the country’s hot springs, glaciers, and vibrant culture.

The Icelandic tourism authorities believe they can offer a better alternative, as depicted in their latest video.

A Zuckerberg doppelganger, complete with his trademark hairstyle, attire, and hand gestures, introduces the audience to “Icelandverse,” a place that boasts an “enhanced actual reality” experience without the need for impractical headsets.

In a deadpan tone, the speaker offers a “revolutionary approach to connecting our world without being super weird.”

The video highlights Iceland’s “completely immersive” offerings, including authentic rocks, real people, and “skies you can see with your eyeballs.”

The press materials accompanying the video continue the satirical tone, stating that Icelandverse was developed “after millions of years” and allows users to navigate the “captivating reality” by simply visiting.

Even the officials are in on the joke, as the head of Visit Iceland, Sigridur Dogg Gudmundsdottir, remarks in the video’s press release that “Icelandverse has been built with experts in government, industry, nature, and academia, plus a few volcanoes.”

How Does This Differ From Other Campaigns in the Metaverse?

Iceland Tourism is no stranger to creating engaging marketing campaigns. However, this campaign was unique in its approach.

The company took advantage of a current event to create a humorous and relatable video that resonated with viewers. 

The campaign also showcased Iceland’s natural beauty in a visually attractive way while also highlighting the country’s unique cultural offerings.

Overall, this campaign differed from the company’s previous campaigns, which focused more on traditional marketing tactics

It also differs from other Metaverse campaigns as it is humorous but catchy, imitating Mark Zuckerberg’s video trend of changing Facebook to Meta.

Check out Iceland introducing Icelandverse

How Did the Campaign Perform?

The campaign was a huge success; it has garnered up to 1.9M views on YouTube and 4.2M on Twitter. It received widespread media coverage, with articles and mentions in major news and social media platforms. 

Here is a concise analysis of the campaign’s performance using the marketing analysis:

  • The campaign generated high levels of engagement on social media, with users sharing and commenting on the video.
  • The campaign’s humor and clever use of current events helped it to stand out in a crowded marketing landscape.
  • The video’s stunning visuals and captivating storytelling captured viewers’ attention, making it highly shareable.
  • The campaign successfully promoted Iceland as a unique and exciting travel destination, highlighting the country’s natural beauty and cultural offerings.

Here are some quotes from media outlets that covered the campaign:

  • “Iceland Tourism takes a brilliantly witty swipe at the ‘metaverse’” – Famous Campaigns
  • “The video quickly went viral and has been praised for its humor, stunning visuals, and captivating storytelling” – Indian Express
  • “It’s safe to say Iceland Tourism has won this round” – Reddit
  • “Iceland takes a swipe at Zuckerberg’s ‘meta’ vision in tourism ad” – New York Post

What Could Iceland Learn From Other Brand Campaigns in the Metaverse?

Iceland Tourism’s marketing campaign was a resounding success, capturing the attention of millions of worldwide viewers. 

The campaign’s clever use of humor, stunning visuals, and creative storytelling helped to promote Iceland as a unique and exciting travel destination.

It stood out in a crowded marketing landscape while providing more refreshing and engaging than traditional tourism advertising.

However, Iceland could learn more from other Metaverse advertising campaigns like Wendy’s. The brand streams on Twitch while playing Fortnite, finding an organic way to enter without interrupting entertainment.

The Wendy’s advertisement did not allocate a massive budget. Iceland could reach a broader audience if they had the same concept, targeting the demographic most people globally hang out with, especially millennials and Gen Z. 

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