UNIT9 x 180NY | Slim Jim Meataverse
As Executive Producer at UNIT9, I led the end-to-end production of the Slim Jim Meataverse campaign, an innovative and playful NFT-led metaverse experience built for mainstream audiences. Designed as a fully web-based activation, it used humour and gamification to introduce non-crypto users to Web3 in an accessible, irreverent way.
From original concept through launch, we created a branded interactive website that allowed fans to mint an exclusive GigaJim NFT without prior Web3 knowledge. The experience removed traditional crypto barriers and reimagined minting as a gamified journey.
Users could evolve and customise their GigaJim NFT through real-world product engagement, unlocking new traits by purchasing Slim Jim products and scanning barcodes. By blending physical commerce with a browser-based metaverse, the campaign transformed everyday snacking into a participatory digital collectible experience, bringing Slim Jim into Web3 in a way that felt accessible, rewarding, and unmistakably on-brand.
On the website front, we built a bespoke platform that handled user onboarding (including wallet creation and gas-fee coverage), avatar generation via the “Meaterializer” engine, and leaderboard functionality to drive engagement and reward participation.
Working at the intersection of brand, technology and audience, we helped transform Slim Jim’s digital presence into a next-gen experience that generated buzz, fostered community and elevated the brand into a space that blends physical snack culture with digital collectible culture.