When Mark Zuckerberg announced the Metaverse, the launch video started a meme-storm as people ridiculed the all-virtual reality. Just 12 days later, we helped Visit Iceland release a launch video of its own: “The Icelandverse.” The parody video reminded travelers that Iceland is stunningly real and can be experienced today - no stupid VR helmet required.

The Icelandverse racked up global attention with +6 million views. Zuckerberg himself even commented: “Amazing. I need to make a trip to the Icelandverse soon.” And with over a thousand global news stories from major outlets, Visit Iceland declared it their most successful campaign, ever.