Slim Jim - Enter the Meataverse

After reinventing itself on social media as an 'audience-first' brand, Slim Jim wanted to explore new horizons in order to keep growing its audience and upwards sales trajectory.

Our brief was to come up with a way to increase product visibility and brand awareness beyond the snack category. We noticed a lot of commonalities between Slim Jim's core audience and early web3 proponents - namely, a love of irreverent humor, a deep desire for a sense of community, and an appreciation for brands that let them feel like they're part of the narrative. Given web3 and the metaverse's recent rise in cultural prominence, it felt right to try our hand at our own version.

Our objectives in creating and launching the Meataverse were primarily three-fold:

● Establish credibility with Web3 community, while being sticky enough to create long-term participation in the experience for non-Web3 Slim Jim fans
● Show Slim Jim and Conagra Brands as an innovator in creative commerce
● Reinforce the idea that engaging with Slim Jim = social clout

A large section of our audience was clamoring for new ways to deepen access and connection to the brand, so we created Meataverse - Slim Jim's first ever digital membership club and web3 community.

Meataverse is Slim Jim's first web3-based, completely free, digital membership club and interactive collectible (NFT) experience. The cornerstone of our Meataverse is a rich offering of 10,000 unique, dynamic digital collectibles (NFTs) that can be evolved by scanning products with our custom barcode scanner, as well as engaging with the brand on social media.

Members of the Meataverse can evolve their GigaJim by applying S.A.U.C.E. (our in-experience currency), which is earned through Slim Jim product scans, participating in challenges, and engaging with Slim Jim on Twitter and Discord.

Each S.A.U.C.E. combination results in different features, accessories, and rarity scores when applied to a GigaJim. This gives users absolute control regarding customization and aesthetics, with over 10 million possible results.

Our goal was to design a web3 experience that appealed to those with no prior knowledge of crypto or NFTs as much as it would to sophisticated users. We told a narrative inspired by Slim Jim brand lore, borne out of the brand's rebirth across social media over the last five years.

On the backend, a seamless end-to-end blockchain experience delivers a fully automated, frictionless user experience without a steep learning curve. The web3 experience is driven by a custom-built API that mints and evolves GigaJims directly on the Polygon blockchain for free.

The Meataverse launched to considerable fanfare and excitement on both desktop and mobile, with thousands of daily active users on the site and its companion Discord.