When 336,000 youths attend a festical without leaving home – Bank Millennium Virtual Vibes 2

Bank Millennium Virtual Vibes 2 proved that the metaverse is no longer an experiment, but a real channel for reaching young consumers. When the average time spent at a virtual festival is 25.5 minutes, brands have a chance for authentic contact with their target groups.

The numbers speak for themselves: 336,000 participants, over 550,000 game visits, 80,000 live stream viewers. These aren’t statistics from the future – these are the results of the second edition of Virtual Vibes, Poland’s first music festival in Roblox.

When Brands Enter Youth Culture

Virtual Vibes 2 exemplifies how brands can naturally integrate into Gen Z culture. Bank Millennium, Doritos, PepsiCo, and BLIK weren’t intruders disrupting the fun – they became part of an experience that young people actively chose and wanted to participate in.

inStreamly provided the streaming infrastructure for the event, connecting the virtual festival with the creator and streamer ecosystem. Our promotional campaigns generated over 250,000 impressions among gaming communities, demonstrating how technology can support organic reach to hard-to-access target groups.

The Future Is Already Here

What seemed like a futuristic vision just a year ago is becoming standard today. When young people spend an average of over 25 minutes at a virtual festival – more than they dedicate to most advertisements during an entire month – brands must reconsider their approach to communication.

The metaverse won’t replace traditional marketing channels, but for forward-thinking brands, it’s becoming an essential element of strategy. Virtual Vibes 2 proved that Polish consumers are ready for these experiences today.

Key Performance Metrics

• 336,000 total participants (34,000 more than the first edition)
• 550,000+ game visits throughout the event period
• 25.5 minutes average session time per user
• 40,000+ players spent over 66 minutes exploring the virtual space
• 80,000 unique viewers across live concert streams
• 30,000 unique viewers on the dedicated TikTok live stream
• 130,000+ hearts dropped during the TikTok broadcast
• 250,000+ impressions generated through inStreamly’s promotional campaigns

Partners Making It Possible

Huge congratulations to _game changer agency for creating this groundbreaking event and to all partners who had the courage to enter this new media reality alongside young consumers:

• Bank Millennium (title partner)
• Doritos
• PepsiCo
• Helios S.A.
• Eventim Polska
• Media Marketing Polska (MMP)
• Radio ESKA
• BLIK

The Marketing Takeaway

Virtual Vibes 2 demonstrates that when brands authentically connect with youth culture through metaverse experiences, they don’t just reach audiences – they become part of their cultural fabric. This isn’t about replacing traditional marketing; it’s about expanding into spaces where young consumers are already spending their time and attention.

For marketers still questioning the relevance of metaverse platforms, the 25.5-minute average engagement time should be a wake-up call. In an attention economy where every second counts, Virtual Vibes 2 shows that immersive, culturally relevant experiences can capture and hold young audiences in ways traditional advertising simply cannot.