Closeup, owned by Unilever and a major oral care brand, is asking all couples regardless of gender, race, or faith to tie the knot in the metaverse. In the context of the metaverse, marriage has a loose connotation because NFT certificates of marriage are not legal yet. However, AdNut is of the opinion that this is a sweet gesture, particularly for those couples who are unable to get married in an institutionalised manner.
Closeup seeks its entry into the metaverse this very month on a property called Decentraland which is a 3D world, virtual and powered by blockchain. This experience is being called “Closeup City Hall of Love” and has as its leader MullenLowe Singapore. The whole experience will be highly immersive and couples here will have the power to mint their NFT marriage certificate in order to eternalise their love on the blockchain.
When they enter Decentraland, the couples can create avatars, explore the virtual space, as well as interact with cute robots. The marriage experience will kick off with a “proposal” and end with minting the NFT certificate of marriage that can be celebrated by family and friends. Marriages can also be solemnised with a bare-bones ceremony that is preprogrammed into the space and experience.
Daniel Kee from MullenLowe Singapore says that this activity will be a new way of connecting with existing and potential customers and in the metaverse, there is room for all, regardless of whether the couple represents the mainstream or the marginalised groups.