Defining MetaVerse Content Marketing
The idea of MetaVerse was first mentioned in 1992 but the technology built around it didn’t seem like a possibility until now. Think about it, what if with just one click you are able to change your outfits, travel to places that you’ve always wanted to go, or visit family and friends that are far away from home? The idea of achieving this really felt like a dream or some sort of imagination, but is this possible? Is the MetaVerse an authentic consent and a new path for the marketing and adveritsing community?
We all should first understand..
What is “Metaverse” and in what ways that this relate to advertising and marketing?
..in simple terms, augmented reality with the additions of virtual worlds and the whole Internet make up the MetaVerse. Think of it as a virtual sphere by virtually enhanced physical reality where each person in the Metaverse have their own avatar to be able to play around with and explore or socialize in a 3D virtual world.
As mentioned earlier, the term “Metaverse” was first introduced in 1992 from Neal Stephenson’s science-fiction novel “Snow Crash”, which described a world with humans as avatars going around, interacting and socializing with ecah other in a 3D environment as a way to escape reality. We were actually introduced to this type of world from a movie called “Ready Player One” and it is without a doubt that a virtual world like this is possible.
Today we are experiencing an accelerated digital transformation, improvements of artificial intelligence, and even development of cryptocurrencies. We also have a VR headset developed by Meta platform, “Oculus Quest 2”, that simulates a 3D virtual world for humans to escape reality. If this world continues to grow and improve in the future, it wouldn’t be a surprise for the Metaverse to be a playground for industries like digital advertising.
Now it comes to question, what are the opportunities out there in the marketing industry inside the metaverse?
In 2021, a lot of companies have been experimenting with the idea of creating a virtual and augmenetal reality marketing campaign, from models wearing digital clothes, events like concerts or showrooms being available virtually, or collectibles. With that being said, we’ll talk about some of the examples of how brands are entering the metaverse.
Avatar Models for Brands
This is definitely a given with a lot of clothing brands taking into storm of augmented reality and how it can applicable for their brand. The main purposes of influencer marketing in the metaverse itself is to show purpose and the build a community. This concept is vital for engaging customers in the metacommunity. Couple of Fashion brands have already introduced their own avatar model such as Daisy from Yoox or Parada collaborated with Lil Miquela, a virtual influencer created by LA-based Brud. These brands utilize avatar models to display their products within the metacommunity and metaverse.
Digital 3D Showroom
Nike have taken advantage of the game Roblox, partnering up with them to build what they call “Nikeland”.
This project that was introduced at the end of 2021 is basically a virtually created world in a video game platform called Roblox where avatars can interact with each other in Nike buildings, fields, arenas, or sports venues. They can also compete with each other at sporting mini-games. The biggest thing with this virtual world as well is that the avatars have the ability to dress up with Nike apparel or even look at the latest Nike products.
Interactive Live Events
Live events basically consists of live shows, gaming activities, that offers people to connect with each other and boost engagement. Roblox again introduced a good interactive live event called The Gucci Garden, which was a 2 week virtual collection exhibition where users were allowed to collect limited Gucci items to showcase in the metaverse.
On the other hand, celebrities have also made their way to the virtual world where Justin Bieber created his first interactive live show as an avatar performing int he metaverse. The advantage with this is the audience around the world interact with each other with digital reactions.
When you think about it, Non-fungible tokens (NFT’s) and the metaverse are linked to each other. Inside the metaverse, users are able to showcase and trade digital forms of art or property with NFT’s, displaying the aspect of new marketing dimensions for brands.
Coca-Cola was one of the few to announce their first series of Ehtereum-based NFT loot boxes that included a red bubble jacket. In addition to that, digital versions of Coca-Cola’s old trading cards and packages are presented.
Virtual Branded Characters
This is another way brands are utilizing the metaverse where brands are now creating their own avatar to interact with fans closely in video games. An example that we can look at is a popular game called “Animal Crossing”. In this game, Sentosa Development Corporation created a Sentose Island and gave permission for fans/players to interact with each other. Just a great example of how brands can really take advantage of this virtual world.
With several brands entering the metaverse, it’s important to ask yourself the question: is the Metaverse right for me? There may be some industries that don’t really fit into the Metaverse or don’t have an idea how to utilize and fully take advantage of it. Not to worry though as this concept is relatively new and gives your brand a lot of time to learn about the Metaverse and how to link it to your brand.
Pimclick is a digital marketing agency with knowledge and expertise in social media marketing and strategy. Our team of experts can help companies of all industries with content strategy, social media optimization, advertising campaign, etc. Find out more by contacting us through our website.