Vodka brand Grey Goose is taking its experiential marketing up a notch with virtual experiences.

The Bacardi-owned brand is leaning into the metaverse for an activation with the US Open Tennis Championships.

Grey Goose created an immersive experience on metaverse platform Decentraland for the US Open in which visitors learned about the US Open’s signature cocktail, the Honey Deuce.

The activation also featured an interactive display that allowed visitors to toast the players.

Grey Goose wanted its virtual experience to draw a strong connection with how consumers engage with its brand in real life.

To achieve this, Grey Goose set up interactive games and challenges to give visitors a chance to win a variety of prizes, including limited edition wearables, merchandise and tickets to the Grey Goose suite at next year’s US Open.