The metaverse, an innovative virtual universe, provides a unique marketing platform that allows consumers to interact with brands, experience them, and influence how they develop, all while integrating the digital and physical worlds. Although interest in the metaverse diminished following Facebook’s rebranding to Meta in 2021, several brands continue to implement effective marketing campaigns in this universe, acknowledging its potential for increasing brand awareness. The metaverse has also gained the interest of South African brands, putting the country at the forefront of metaverse adoption across Africa. However, metaverse marketing is still in its infancy in this country, with many brands testing immersive technology to engage consumers. The study explores an example of how a large South African retailer partnered with Roblox, a gaming virtual world, to offer voucher-based metaverse marketing to consumers as part of their birthday celebration campaign. The investigation focused on how consumers expressed expectations and perceived value of the campaign on two social media networking sites. The study adopted Expectancy-Value Theory (EVT), a social constructionist worldview, with a qualitative content analysis. The findings indicate that consumers showed strong interest in the campaign. However, many encountered difficulties redeeming the voucher and were unsure about their consumer journey, especially since the marketing efforts targeted younger audiences. Brands that are experimenting with metaverse marketing must thus ensure that consumers completely understand their experience in order to meet their expectations and provide value.