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.