Metaverse and B2C Brands: 2022 Highlights

According to a recent survey, 59 percent of respondents said they would develop a metaverse experience that would enable 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 brand-new, particularly to Roblox and Fortnite players. The word “metaverse” was first used by Neal Stephenson in his 1992 novel “Snow Crash,” which described a setting where people may use virtual reality headsets to communicate in the digital game world and where the second life had operated for a few decades. However, because major firms have begun to invest a significant amount of money and resources in it, metaverse has drawn a lot of attention.

Metaverse is forecasted as the future of social media, many brands are strategizing quick marketing campaigns to capitalize on the metaverse concept.

Metaverse is also a complex experience of virtual and augmented realities so users can connect, play and run transactions. For brands, marketing in this universe is the opportunity to reach a bigger audience and set a digital footprint to get potential revenue growth.

Here’s a short list of brands and campaigns running in the metaverse:

Brand activation in the metaverse today:

 There are several ways for companies to participate in the metaverse, but the majority of them require one or more of the following technologies:

  • Through metaverse platforms like Roblox or Decentraland, virtual, immersive settings can be accessed.
  • Encounters using virtual reality or augmented reality
  • NFTs and other cryptocurrencies are non-fungible tokens.
  • QR symbols
  • Mini Games

Though not an exhaustive list, these are the most typical. These technologies are used by leading brands to conduct digital marketing. To create distinctive experiences for customers, phygital marketing mixes digital and physical strategies.

Using the metaverse for a phygital experience, Frito-FIFA Lay’s World Cup marketing is one example. For a chance to participate in the Pass the Ball Challenge and win prizes, such as an NFT, consumers must scan a QR code on a snack bag. Following the code scan, users are asked to take a selfie, which is then placed on a virtual soccer ball.

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Industries are making strides in Metaverse whether its retail, fashion, alcohol, food, media, music, entertainment, etc. Let’s have a look at a few brands that are entering metaverse with a bang:

1. Facebook – Meta

The social network’s parent company, Facebook, Inc., was rebranded as Meta last October at Connect 2021, when CEO Mark Zuckerberg revealed the firm’s new goal: to bring the metaverse to life by facilitating connections between individuals, the discovery of communities, and the expansion of enterprises.

In addition, Meta unveiled new building blocks for the metaverse called Presence Platform and a $150 million investment in the development of the next generation of creators. Presence Platform will enable new mixed reality experiences on the Oculus Quest 2 virtual reality headsets.

2. Nike

The sportswear company Nike debuted their interactive environment, NIKELAND, in November 2021. It allows visitors to participate in mini-games and live a sporty and playful lifestyle. A metaverse platform called Roblox, where Nikeland is housed, is well renowned for providing its users with immersive experiences.

By extending its market into the digital sphere, the company may increase consumer engagement with its products and services. The headquarters of the company serve as the inspiration for NIKELAND. Games that can also get you moving in real-time are abundant in the online community. The game’s outfit collection allows you to create your avatar and dress it up in NIKE apparel, which you can then share for other players to see in the showroom.

The NFT footwear and avatar accessory studio RTFKT was purchased by sports wear company NIKE in December 2021. By making this purchase, Nike is preparing for innovative projects and expanding its legacy throughout the metaverse.

3. Wendy

The fast-food chain Wendy’s has consistently followed the newest fashions among its younger, more impressionable clientele. In addition to a dedicated Mii from the Nintendo Wii, an Animal Crossing avatar, and most recently, a character who beats the freezer in Fortnite, the company’s redhead mascot has had all three. Cross-platform video game Fortnite has become famous all over the world for holding concerts and showcasing artists like Ariana Grande.

In order to promote 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 gameplay feed on Twitch. The clever strategy helped Wendy’s win numerous influencer awards and boost brand recognition.

4. Samsung

Samsung, a major technology company, doesn’t seem to avoid the metaverse. Samsung opened its first store in the metaverse in Decentraland in January 2022. The Samsung 837x was created as a replica of the actual 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 may visit it to look through collections or complete quests. Currently, users may create their own adventures, engage with other in-game characters, and complete missions on Samsung’s 837x, which has been updated for a more immersive experience.

5. Hyundai

With its involvement in the metaverse, Hyundai is a leader in the Roblox digital automotive experience. Hyundai aimed its marketing towards the tech-savvy populace and collaborated with Roblox for Hyundai Mobility Adventure to promote the company’s most recent sustainability measures. The video game showcases an intense interaction between the game’s characters and the most recent technologies from Hyundai.

On September 1, 2021, Hyundai Mobility Adventure made its public debut. You are introduced to driving’s thrills and the company’s support for environmentally friendly transportation in this metaverse society.

6. Footwear: Snap x New Balance

A lens created by Snap and New Balance combines speech recognition and augmented reality to suggest gifts, such as footwear and accessories. The Holiday Gifting Concierge Lens offers users a variety of modes to choose from. The AR unpacking that presents a recommendation occurs for users in the worldview mode.

When people are using the lens, links cannot be clicked; however, users can view things for sale and receive a link to new Balances on the website to make purchases by visiting their Snapchat profile and selecting the option to shop.

7. Coca- Cola

Setting business up in the metaverse can be challenging, and especially for companies who built their presence around consumable commodities. One of the most famous companies in beverages, Coca-Cola, is bridging the metaverse with its past. Coca-Cola and OpenSea launched an NFT collection as part of their commitment to fostering human connections via the power of Coke.

In time for the 2021 International Friendship Day celebration, the Coca-Cola Friendship Loot Box was released. By bringing together international teams from marketing, creative, technology, design, and liquid innovation, the team used a “new approach” to product development to jointly develop the Starlight product. The flavor is characterized as the traditional Coke flavor with an extra cooling effect, and the packaging has stars and a gradient of colors that are modeled after nebula colors.

The branded NFT assets can be utilized for avatars to display around the universe. The winning bidder would also receive an actual Coca-Cola refrigerator that was filled with Coca-Cola. The collection was purchased at a bid of more than US$575,000.Even though 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 ther first NFT, a collaboration with Decentraland, and a party on top of a Coca-Cola can, she said that they made their first step into the metaverse last year.

8. Sentosa

Tourism was one of the industries that suffered severe losses when the world went under lockdown. Sentosa persisted in marketing to the people stuck at home despite hotels and resorts closing.

The acclaimed online multiplayer game Animal Crossing introduced its first real-world island in May 2020. Players were invited to travel to and take advantage of the amenities at the resort’s virtual Sentosa Island.

Players could take a “getaway” or recreate their time spent at the actual Sentosa resort on the virtual Sentosa Island. Players could experience all aspects of a resort vacation, from signing up to checking out on time, in the virtual Sentosa.

You can participate in events and yoga lessons, take home goodies, and buy official Sentosa products.  From May to June 2020, Virtual Sentosa Island was in operation. Every day, 36 slots were available, allowing a maximum of 4 players to spend 30 minutes exploring the island.

9. Burberry

Another renowned name in high fashion, Burberry, is promoting on platforms for video games. The company executed many innovative and features in the metaverse. Burberry is continuously looking for novel approaches to engage with clients in the settings that are important to them.

Brands must change and follow consumers as they transition smoothly between their online and offline identities. Burberry therefore produces opulent digital experiences that mirror the state of their region right now. Wearables and a character covered in Burberry’s distinctive insignia are part of the company’s first-ever NFT collection.

The British company teams up with the cross-platform game Blankos Block Party by Mythical Games, which has vinyl-style figures. Burberry encourages the fashion industry’s versatility across experiences and communities by entering the metaverse through video games. Additionally, Burberry was also one of the brands that was present at the Metaverse Fashion Week in March 2022.

10. Dolce & Gabbana

 Decentraland, a metaverse platform, made over $25 million in revenues in 2021. The first-ever Metaverse Fashion Week was held in Decentraland during the end of March, and Dolce & Gabbana participated in it. 20 NFT wearables were made public 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 privileges during the brand’s events and collection releases.

11. Disney

Disney submitted a patent application in December for a “virtual-world simulator” that transforms one of the business’ theme parks into a 3D setting. Then, without having to wear augmented reality (AR) viewing equipment, users might walk through “very immersive, customized 3D virtual experiences.”

Disney’s CEO Bob Chapek announced the company’s intention to establish its own metaverse on the prior quarter’s results call in November.

“Our efforts to date are merely a prelude to a time when we’ll be able to connect the physical and digital worlds even more closely, allowing for storytelling without limitations in our own Disney metaverse. We look forward to creating unmatched opportunities for consumers to experience everything Disney has to offer across our products and platforms, wherever the consumer may be,” the company said.

To make it easier for visitors to explore Disney properties and platforms, Disney has already started combining the physical, digital, and virtual worlds. Visitors may 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 presentation, Italian luxury automobile manufacturer Ferrari teams up with Fortnite. The Fortnite community has the opportunity to test drive the Ferrari 296 GTB before it was officially released in July 2021. Players of Fortnite can test drive this specific model in a battle royale even though it hasn’t physically debuted yet.

The partnership displays a thorough 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 further explore the metaverse and create a community of automobile enthusiasts.

13. Vans

As a result of the pandemic, many brands have had to come up with innovative ways to market online, and many of them have already grabbed on to this trend and employed it in their advertising.

Many businesses have created branded characters or arenas within games, or they have reproduced their services, integrating themselves naturally into the experience rather than disrupting it like an advertisement would. Through Vans World, the brand combines skateboarding, real fashion, and interaction. Users may delve into the realm of skateboarding with this all-encompassing 3D experience.

In its voyage into the metaverse, Roblox teams up with street fashion pioneer Vans. The Vans World website launched in September 2021. Check out the Vans World for a virtual experience if you’re too afraid to attempt skateboarding in person. With Vans’ real shoe collections, you may develop interesting tricks, meet new people, and alter your fit.

14. McCain Foods

McCain Foods launched Regen Fries as a part of the #SaveOurSocial movement in collaboration with Roblox and Bored & Hungry. The objective is to inform and interest younger customers in regenerative agriculture and problems affecting the agricultural sector.

The potato producer collaborated with Roblox to develop the Farms of the Future game, which lets users cultivate potatoes using sustainable farming practices. In the game, players are rewarded for using regenerative techniques like rotational grazing and growing cover crops.

The real-world component of the activation was provided by Bored & Hungry, the first restaurant chain founded by NFT. The eatery offered Regen Fries in October and November 2022 at its main location as well as at a number of pop-up stores in Toronto and London.

These momentary potato pop-ups are an illustration of how businesses can combine the metaverse and real-world events.

Future of Marketing in Metaverse

Marketing and advertising opportunities abound in the metaverse. Although it is still in its infancy and developers are still being improved for fully-integrated augmented and virtual reality experiences, the community is now more receptive to experimenting on various projects, which companies can exploit for a successful breakthrough in the digital sphere.

Brands from a variety of industries can cater to certain audiences and provide individualized customer encounters by blending the lines between the physical and digital worlds.

Launching video games and online storefronts by businesses makes marketing to the younger demographic more natural. To engage in metaverse marketing, though, companies might need to spend time and money on cutting-edge technology.

Businesses would not only need to apply new marketing techniques if the metaverse developed further; they would also need to negotiate with rivals to obtain the newest technologies.

Businesses view the opportunity to usher in a new era of marketing as a result of the youthful age and volatility of the metaverse. A marketing strategy built on the digital world’s intersections of gaming, leisure, culture, and the arts has a promising future.

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Conclusion:

Industries are entering the metaverse and they are focused on giving an alluring customer experience through it. Today brands are considering a metaverse strategy for 2023 and you should remember two things which can help you make a compelling strategy for metaverse that can make a difference to your business:

Firstly, you must make accessibility a priority and avoid making complicated participation requirements, such as using cryptocurrencies or blockchain technology, even when targeting niche audiences. You want a diverse group of customers to feel compelled to engage or have fun. The customers must feel at ease when they are going through the VR experience and it should be a smooth one.

Secondly, you must think about experiencing a mixed reality. Physical marketing is appealing since it might provide special possibilities or benefits that aren’t usually available. Think about the digital and physical fusion that your brand can achieve. Hence, the metaverse experience can be beneficial for the audience as well as your brand.

The experience must be very convincing for the audience so they like to interact with your brand and choose the products and services that you are offering.

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