Diving summary:

• Pacsun introduced a holiday campaign titled “PacVerse,” a game in the metaverse meant to celebrate virtual identities, according to information shared with Marketing Dive.
• At the center of the effort is a new ad, “Welcome to PacVerse,” which positions PacVerse as a fictional, community-driven destination featuring an upside-down world, an icy wonderland, and a futuristic airport terminal. The campaign also has influencer, digital, outdoor and out-of-home marketing elements.
• The brand has teased a collection of non-fungible tokens meant to represent different locations within the PacVerse and will expand its PacWorld experience on Roblox to include a holiday gift shop and virtual testing station. The thrust follows a heavy…