Software company Cornerstone needed to simultaneously launch a new messaging framework to 4,000 remote-first employees. Together with Brand Point Zero, the company came up with a metaverse-based, interactive and curated experience called ‘Cornerstone Spark’. To entice employees in, they created a drip campaign of short videos, followed by an exclusive early bird experience where staff ‘met’ in the Cornerstone Spark metaverse lobby. This meant they could familiarise themselves with the environment and its functionality.

Cornerstone then hosted four live events in a ‘follow-the-sun’ format over 24 hours, meaning people in all time zones could attend. Once in the metaverse, staff could interact with each other and their environment. The experience featured five bespoke auditoriums that offered immersive interactive sessions centering around the new messaging and values. Following a series of presentations, delegates could browse a virtual exhibition hall with 15 booths showcasing different HR initiatives. There was even a party room and wellbeing island retreat, as well as gamified experiences such as a treasure hunt.

The initiative meant Cornerstone could overcome any barriers to communicating the new framework and set a precedent for a future culture of agile collaboration. There were more than 3,000 attendees and the majority of them completed an incentivised task. Nine out of 10 of them, following the experience, said they had a deeper understanding of the messaging and future of the business.