Imagine that situation where you spend a lot of money to throw a huge party, with an open bar, lots of food and a DJ, but nobody shows up. That was the nightmare of the European Union (EU), which spent almost 400 thousand euros to have a “gala” party in the metaverse, but only 6 people participated.
In an initiative to attract young people to the Global Gateway, the European Commission spent the trifle of 387 thousand euros, about 2.1 million reais, on an online virtual reality platform. The goal of the metaverse project was, according to the EU, promote the European Union through a “virtual gala party”🇧🇷 The commission thus wanted to explain to young people not politicized, the role of Europe, its influence in the world and the need for continental authorities. The guests were TikTok and Instagram personalities, and despite the popularity of social media influencers, the trailer for the event already predicted the embarrassment: just 44 likes on the post.
‘Are you ready to party?’ asked the invitation to the event on Tuesday night, which got a pitiful less than 50 likes, despite the profile having more than 500,000 followers on Facebook and Twitter.
Discover the new #GlobalGateway digital platform – https://t.co/DHAdsfwbA1 Our shared digital space is the perfect place to get to know new people and reflect on global issues to make a difference for our shared future. #WhoWeAre pic.twitter.com/IAA01vIYbo
— EU International Partnerships 🇪🇺 (@EU_Partnerships) October 13, 2022
Nobody shows up at a BRL 2 million party in the metaverse
The party was planned as part of a series of events that should allow visitors to “interact with each other as well as explore the long-term benefits of the EU’s global investment in the four campaign themes: digital connectivity, education, health and climate change”.
But during the party, only 6 people attended the ‘gala’ event, with attendees still complaining about the party on social media.
“I’m here at the EU foreign aid department’s BRL 2.1 million “gala” party (designed to attract non-politically engaged 18-35 year olds — see story below). After initial confusing conversations with the five or so other humans who showed up, I’m on my own.” – said a user on Twitter.
I’m here at the “gala” concert in the EU foreign aid dept’s €387k metaverse (designed to attract non politically engaged 18-35 year olds — see story below). After initial bemused chats with the roughly five other humans who showed up, I am alone. https://t.co/ChIHeXasQP pic.twitter.com/kZWIVlKmhL
— Vince Chadwick (@vchadw) November 29, 2022
Other users who attended the party said the mood was “depressing and embarrassing” and called the event “digital garbage”.
After the embarrassment, EU External Action Service officials now face questions from diplomats about the event’s ‘communications strategy’.
What is Global Gateway?
The Global Gateway is an initiative of the European Commission, the EU’s independent executive arm, which started on December 1, 2021. In the European Commission’s own words, the Global Gateway is “…the new European Strategy to drive smart, clean and secure connections in digital, energy and transport and strengthen health, education and research systems worldwide.”
The initiative expects to spend around €300 billion by 2027 to develop green and digital infrastructure around the world.
With zero surprise, the organization has already faced criticism for a lack of transparency and over how it plans to realize these ambitions. In any case, if the EU wants young people to start talking about the Global Gateway, it will probably have to find another way to reach them.
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