According to a recent survey, 59% of respondents said they would develop a metaverse experience that would allow customers to interact with other customers who are familiar with a brand’s products.
The concept of the metaverse, which connects the virtual and real worlds, is not entirely new, especially to gamers of Roblox and Fortnite. The word “metaverse” was first used by Neal Stephenson in his 1992 novel “Snow Crash,” which described a setting where people could use virtual reality viewers to communicate in the digital game world and where second life had been in operation for some decades. However, as major companies began investing a substantial amount of money and resources into it, the metaverse has garnered significant attention.
The metaverse is envisioned as the future of social media; many brands are devising rapid marketing campaign strategies to capitalize on the metaverse concept.
The metaverse is also a complex experience of virtual and augmented realities so that users can connect, play, and transact. For brands, marketing in this universe is an opportunity to reach a larger audience and establish a digital footprint for potential revenue growth.
Here is a short list of brands and campaigns running in the metaverse:
Brand Activation in the Metaverse Today
 There are several ways companies can participate in the metaverse, but most of them require one or more of the following technologies:
- Through metaverse platforms such as Roblox o Decentraland, you can access virtual and immersive settings.
- Virtual or Augmented Reality Encounters
- NFTs and other cryptocurrencies are non-fungible tokens.
- QR Codes
- Mini-games
While not an exhaustive list, these are the most typical. These technologies are used by major brands to conduct digital marketing. To create distinctive customer experiences, marketing phygital blends digital and physical strategies.
Using the metaverse for a phygital experience, Frito-Lay’s FIFA World Cup marketing is an example. To have a chance to participate in the Pass the Ball Challenge and win prizes, such as an NFT, consumers must scan a QR code on the snack bag. After scanning the code, users are prompted to take a selfie, which is then placed on a virtual soccer ball.
Industries are making significant strides in the Metaverse, be it retail, fashion, alcohol, food, media, music, entertainment, and so on. Let’s take a look at some brands that are entering the Metaverse with a bang:
1. Facebook – Meta
The social network’s parent company, Facebook, Inc., was rebranded Meta last October at Connect 2021, when CEO Mark Zuckerberg revealed the company’s new mission: to bring the metaverse to life by facilitating connections between individuals, the discovery of communities, and the expansion of businesses.
In addition, Meta unveiled new building blocks for the metaverse called the “Presence Platform” and a $150 million investment in developing the next generation of creators. Presence Platform will enable new mixed-reality experiences on Oculus Quest 2 virtual reality headsets.
2. Nike
Sportswear giant Nike debuted its interactive environment, NIKELAND, in November 2021. It allows visitors to participate in mini-games and experience a sporty, playful lifestyle. A metaverse platform called Roblox, where Nikeland” is hosted, is renowned for providing its users with immersive experiences.
By extending its marketplace into the digital sphere, the company can increase consumer engagement with its products and services. The company’s headquarters serves as inspiration for NIKELAND. Games that can also make you move in real-time are abundant in the online community. The game’s clothing collection allows you to design your avatar and dress it in NIKE apparel, which you can then share for other players to see in the showroom.
The NFT avatar footwear and accessories studio RTFKT was acquired by sportswear company NIKE in December 2021. By making this purchase, Nike is preparing for innovative projects and expanding its legacy throughout the metaverse.
3. Wendy’s
The fast-food chain Wendy’s has consistently kept up with the latest trends among its younger, impressionable clientele. In addition to a dedicated Mii from Nintendo Wii, an Animal Crossing avatar, and most recently, a freezer-beating character in Fortnite, the company’s red mascot has had them all. The cross-platform video game Fortnite has become globally famous for hosting concerts and showcasing artists like Ariana Grande.
To highlight their dedication to using “fresh, never-frozen beef” on their menu, Wendy’s decided to create a character who is on a quest to eliminate frozen beef as part of the introduction of a new Food Fight game mode in Fortnite. Over 250,000 people watched Wendy’s game feed on Twitch. The clever strategy helped Wendy’s win numerous influencer awards and increase brand recognition.
4. Samsung
Samsung, a major technology company, does not seem to be avoiding the metaverse. Samsung opened its first metaverse store in Decentraland in January 2022. The Samsung 837x was created as a replica of the current store on Washington Street in New York City at 837. Over 120,000 people have visited Samsung’s digital store since it opened.
When Samsung 837x first opened, customers could visit it to browse collections or complete quests. Currently, users can create their own adventures, interact with other in-game characters, and complete quests on Samsung’s 837x, which has been updated for a more immersive experience.
5. Hyundai
With its metaverse involvement, Hyundai is a leader in the digital automotive experience on Roblox. Hyundai has directed its marketing towards the tech-savvy population and collaborated with Roblox for Hyundai Mobility Adventure to promote the company’s latest sustainability measures. The video game showcases intense interaction between the game characters and Hyundai’s latest technologies.
On September 1, 2021, Hyundai Mobility Adventure made its public debut. You are introduced to the thrills of driving and the company’s support for green transportation in this metaverse society.
6. Footwear: Snap x New Balance
A lens created by Snap and New Balance combines voice recognition and augmented reality to suggest gifts, such as footwear and apparel. The Holiday Gifting Concierge Lens offers users a variety of modes to choose from. AR unboxing that features a recommendation occurs for users in the world view mode.
When people utilize the lens, links cannot be clicked; however, users can view items for sale and receive a link to new Sales on the website to make purchases by visiting their Snapchat profile and selecting the option to buy.
7. Coca-Cola
Starting a business in the metaverse can be challenging, especially for companies that have built their presence around consumer goods. One of the most famous beverage companies, Coca-Cola is bridging the metaverse with its past. Coca-Cola and OpenSea launched an NFT collection as part of their commitment to promote human connections through the power of Coca-Cola.
In time for the 2021 International Friendship Day celebration, the Coca-Cola Friendship Loot Box was released. Bringing together international teams of marketing, creativity, technology, design, and liquid innovation, the team utilized a “new approach” to product development to develop the Starlight product together. The flavor is characterized by the traditional Coca-Cola taste with an extra cooling effect, and the packaging has stars and a gradient of colors that are modeled after nebula colors.
Branded NFT assets can be utilized for avatars to display throughout the universe. The winning bidder would also receive a real Coca-Cola fridge filled with the Coca-Cola product. The collection was purchased with a bid of over $575,000. Although the Starlight launch has a strong augmented reality component, Vlad clarified that this is not the company’s first foray into the metaverse.
With the introduction of their first NFT, a collaboration with Decentraland, and a party atop a Coca-Cola can, he mentioned that they took their first step into the metaverse last year.
8. Sentosa
Tourism was among the industries that suffered major losses when the world went into lockdown. Sentosa continued to market to people stuck at home despite the closure of hotels and resorts.
The acclaimed online multiplayer game Animal Crossing introduced its first real-world island in May 2020. Players were invited to travel and take advantage of the services of the resort’s virtual Sentosa island.
Players can take an “escape” or recreate time spent at the actual Sentosa resort on the virtual Sentosa island. Players can experience all facets of a resort vacation from check-in to check-out in time on virtual Sentosa.
You can participate in events and yoga classes, take home goodies, and buy official Sentosa merchandise. From May to June 2020, Virtual Sentosa Island was operational. There were 36 slots available daily, allowing up to four players to spend 30 minutes exploring the island.
9. Burberry
Another famous name in high fashion, Burberry, is promoting on video game platforms.
The company has executed many innovative features in the metaverse. Burberry is actively looking for new ways to interact with customers in contexts that are important to them.
Brands must adapt and follow consumers as they transition seamlessly from their online to offline identities. Burberry therefore produces opulent digital experiences that mirror the state of their region at this time. Wearables and a character covered in Burberry’s signature insignia are part of the company’s first NFT collection.
The British company partners with Mythical Games’ cross-platform game Blankos Block Party, which features vinyl-style figures. Burberry encourages the versatility of the fashion industry through experiences and communities by entering the metaverse through video games. Additionally, Burberry was also one of the brands featured at Metaverse Fashion Week in March 2022.
10. Dolce & Gabbana
 Decentraland, a metaverse platform, generated over $25 million in revenue in 2021. The first Metaverse Fashion Week was held in Decentraland at the end of March, and Dolce & Gabbana participated. 20 NFT wearables were released by the fashion label. The pieces were available for public inspection in the Dolce & Gabbana virtual pop-up store from March 23 to March 27, 2022.
Dolce & Gabbana entered the metaverse market with the launch of DGFamily, an NFT community that offers members special perks during brand events and collection releases.
11. Disney
Disney filed a patent application in December for a “virtual world simulator” that transforms one of the company’s theme parks into a 3D environment. Then, without needing to wear augmented reality (AR) display equipment, users could traverse “personalized and highly immersive 3D virtual experiences.”
Disney CEO Bob Chapek announced the company’s intention to establish its own metaverse during the previous quarter’s earnings call in November.
“Our efforts to date are merely a prelude to a time when we will be able to connect the physical and digital worlds even more closely, allowing for limitless storytelling in our Disney metaverse. We look forward to creating unparalleled opportunities for consumers to experience all that Disney has to offer through our products and platforms, wherever the consumer may be,” the company stated.
To facilitate visitors’ exploration of Disney properties and platforms, Disney has already begun combining the physical, digital, and virtual worlds. Visitors can interact with their favorite Disney memories in new ways and learn about new interactive experiences thanks to the MagicBand+ wristband.
12. Ferrari
For a successful product reveal, the Italian luxury automaker Ferrari is collaborating with Fortnite. The Fortnite community has the opportunity to test drive the Ferrari 296 GTB before it is officially released in July 2021. Fortnite players can test drive this specific model in a battle royale even though it has not physically debuted yet.
The partnership showcases a complete and accurate model of the 296 GTB, generating excitement and anticipation for its actual release. Following its success in the gaming industry, Ferrari is preparing to explore the metaverse further and create a community of auto enthusiasts.
13. Vans
Following the pandemic, many brands have had to find innovative ways to market online, and many of them have already seized this trend and used it in their advertising.
Many companies have created branded characters or arenas within games, or they have reproduced their services, integrating naturally into the experience rather than interrupting it as an advertisement would. Through Vans World, the brand combines skateboarding, real fashion, and interaction. Users can enter the realm of skateboarding with this all-encompassing 3D experience.
On its journey into the metaverse, Roblox teams up with streetwear fashion pioneer Vans. The Vans World website was launched in September 2021. Check out Vans World for a virtual experience if you’re too afraid to try skateboarding in person. With Vans’ actual shoe collections, you can develop cool tricks, meet new people, and modify your fit.
14. McCain Foods
McCain Foods launched Regen Fries as part of the #SaveOurSocial movement in collaboration with Roblox and Bored & Hungry. The goal is to inform and engage younger customers about regenerative agriculture and the issues affecting the agricultural sector.
The potato producer collaborated with Roblox to develop the Farms of the Future game, which allows users to grow potatoes using sustainable farming practices. In the game, players are rewarded for using regenerative techniques like rotational grazing and cover cropping.
The real-world component of the activation was provided by Bored & Hungry, the first NFT-founded restaurant chain. The eatery offered Regen Fries in October and November 2022 at its flagship location and numerous pop-up shops in Toronto and London.
These momentary potato pop-ups are an example of how businesses can combine the metaverse and real-world events.
Future of Metaverse Marketing
Marketing and advertising opportunities abound in the metaverse. While it is still in its infancy, and developers are still in the process of refining fully integrated augmented and virtual reality experiences, the community is now more receptive to experimenting on various projects, which companies can leverage for a successful breakthrough in the digital sphere.
Brands from a variety of industries can target specific audiences and provide personalized customer encounters by blurring the lines between the physical and digital worlds.
Companies launching online video games and storefronts makes marketing to younger demographics feel more natural. To engage in metaverse marketing, however, companies might need to invest time and money in cutting-edge technologies.
Businesses would not only need to apply new marketing techniques if the metaverse develops further; they would also need to negotiate with rivals for the latest technologies.
Companies see the opportunity to usher in a new era of marketing due to the young age and volatility of the metaverse. A marketing strategy built on the intersections of the digital world between gaming, leisure, culture, and art has a promising future.
Conclusion
Industries are entering the metaverse, focusing on providing a compelling customer experience through it. Brands are considering a metaverse strategy today, and you should remember two things that can help you craft a compelling metaverse strategy that can make a difference for your business:
- First, you must make accessibility a priority and avoid complicated participation requirements, like using cryptocurrency or blockchain technology, even when targeting a niche audience. You want a diverse group of customers to feel compelled to engage or have fun. Customers should feel comfortable when they are experiencing VR, and it should be seamless.
- Second, you must think about experimenting with a mixed reality. Physical marketing is appealing as it might provide special possibilities or benefits that are not typically available. Think about the digital and physical fusion your brand can achieve. Therefore, the metaverse experience can be beneficial for the audience and your brand. The experience must be very compelling for the audience so that they enjoy interacting with your brand and choose the products and services you offer.
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