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On Oct. 28, 2021, Mark Zuckerberg announced a “revolutionary” new virtual world called The Metaverse. The launch video became an instant meme, as the world debated Mark’s robotic movements, the Metaverse’s questionable graphics, and the broader implications of living in an entirely virtual world. To seize the conversation around this new virtual world, on Nov. 11, 2021, Inspired by Iceland introduced the “Icelandverse” – a physically immersive, open-world experience that’s literally just the country of Iceland. Produced within 12 days, the parody video featured Chief Visionary Officer Zack Mossbergsson reminding travelers that Iceland is visually stunning, actually real, and can be experienced today — no silly looking VR headsets required. The Icelandverse quickly gained global attention, as the video racked up over 6 million views on YouTube, Twitter, Instagram, and yes, even Facebook. Within 24 hours of going live, Mark Zuckerberg himself even weighed in, commenting, “Amazing. I need to make a trip to the Icelandverse soon.” And with over one-thousand global news stories from major outlets like the Wall Street Journal, Daily Mail, The Economist, Washington Post, and CNN, Visit Iceland declared the “Icelandverse” their most successful marketing campaign, ever – just 10 days after its launch.