Meta's Horizon World service wants to move the metaverse concept into the mainstream. Now, it's signed up two global brands: BMW and Fender.

The car maker and the guitar brand officially launched their own metaverse products at Cannes Lions. Both will be available to all Meta Quest 2 Headset users in the US, Canada and UK.

Horizon World is Meta's big punt to establish a destination for VR enthusiasts. It's been positioned as a workplace tool, but Meta is also keen to make it a 'place' for fun too.

In BMW's MINIVerse, up to four drivers can drive a MINI around a gravity defying track. They can customise their vehicles. Meanwhile spectators can interfere to try to blow the drivers off course.

Meanwhile the Fender Stratoverse is a guitar-shaped island surrounded by giant Fender amps and planets. Players are invited to search the world together to find guitar chords, represented by sparkling colored Fender picks. Fender describes it as a "first of its kind co-play audio experience to create original music riffs."

“We could not be more pleased to have been invited by Meta to bring Fender into the metaverse for the first time,” said Evan Jones, CMO at Fender.

“As a brand we are committed to enabling all forms of musical expression and are thrilled by the potential this technology has to allow Fender fans and creators to come together, play, and create across borders, cultures, and from any distance.”