Metaverse Marketing
Metaverse marketing is the hottest topic that should be on your radar as you make your plans for the coming months.
Marketing in the metaverse is not something for tomorrow, it’s here as an opportunity today, as Neil Wilkins explains in this webinar recorded in association with Cambridge Marketing College.
Metaverse Marketing Webinar Notes
Second Life – 900k active users
Roblox – 3D immersive developer-driven gaming platform
Sansar – windows only virtual music events
Avakin Life – teens social world since 2013
Sandbox.game – where NFTs and gaming meet
Decentraland – blockchain-driven, with conference spaces for business
Vfairs – virtual 3D and hybrid conferences
“Metaverse means many things, but the main ingredients are ubiquitous networking, cryptocurrencies and cryptonetworks like Bitcoin and Ethereum, eXtended Reality (XR) including VR and AR, and Non-Fungible Tokens (NFTs).” Eric Elliott, Medium
“The metaverse, is the digital world, where anything we can imagine can exist. Eventually, we’ll be connected to the metaverse all the time, extending our senses of sight, sound, and touch, blending digital items into the physical world, or popping into fully immersive 3D environments whenever we want. That family of technologies is known collectively as eXtended Reality (XR).”
So the big difference in the Metaverse is decentralised ownership, blockchain economy and true NFT-style economic longevity.
Isabel Perry, director of technology at Byte (part of Dept) noted, “Metaverses are jam-packed with innovative marketing potential, (ranging) from live shopping to virtual stores, fashion shows, product launches, content production, live flagship events, enhanced social, pimping-up of Zoom calls and NFTs paving the way for real economies. The possibilities that this hybrid digital/physical world offers are near-endless. It’s time for forward-thinking brands to get involved.” AdAge.com
“Balenciaga launched its dystopian game Afterworld, showcasing its futuristic clothing line. Fortnite, a player-versus-player game played by hundreds of millions in the Gen Z age group, collaborated with Nike to promote its new Jordan sneakers and teamed up with rapper Travis Scott for a virtual gig to an audience of over 10 million. And the hugely popular esports game League of Legends collaborated with Louis Vuitton for its latest world championship.” AdAge
“Since metaverses are experiential and immersive in nature, it’s best to take advantage of this by offering the same immersive experience with your ads and marketing initiatives. Offer branded installations and events that users can interact with, as opposed to just placing simple ads.” InfluencerMarketingHub.com
“People like collecting things, and the metaverse is yet another space for them to showcase their interests. You can make the same experience available in the metaverse by offering assets or limited-edition items that they can only collect in the metaverse.” InfluencerMarketingHub.com
“Engage with existing communities… Think of this as influencer campaigns. User-generated content is important, and so community members become integral parts of the execution of your campaigns.” InfluencerMarketingHub.com
“In B2B, the challenge is how the metaverse can solve the problems of the operator’s customers: immersive meetings, augmented involvement in factories, remote assistance, training.” HelloFuture.Orange.com
“The time to take action is now. If you’re a marketer dazzled by the possibilities a nascent sphere like this offers, you might ask, “What do I need to do with my brand in the metaverse?” The answer is to start with the basics: Investigate what’s out there, have a hard look at your brand’s DNA and find what suits you best.” AdAge
