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Why brands should go beyond a metaverse cameo

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New York – Metaverse activations and game-like experiences are on the rise again this year as marketers seek to reach digitally-minded consumers, but until such play is seen as an experience rather than an experiment, it’s a valuable success. Metrics are likely to remain out of reach, Eric said. Pulier, CEO of Web3 enterprise-class platform Vatom, spoke about his marketing tactics for the Metaverse at his Advertising Week panel on Thursday.

Over the past year, brands have leveraged the metaverse in a number of ways. Whether it’s a virtual storefront, a collection of minigames, an augmented reality experience, or a path to non-fungible tokens (NFTs). The number of users accessing such activations and the time spent per session gives insight into performance. But there are gaps in the data that success cannot be traced beyond the walled garden, raising the question of whether such a channel is worthwhile.

“The data you end up with is like doing a very successful TV commercial: exposure,” says Pulier. “You’re not really building a relationship with that audience, you’re not getting the first-party data, and then you’re not following up and creating an ongoing experience that is the essence of any communication strategy. ”

At this stage, Pulier defines marketing progress in the metaverse as “the first inning,” and in order to make a difference, brands will adopt an always-on mindset with the end consumer in mind. said there was a need. The panel titled “Marketing the Metaverse” also included panelists from Procter & Gamble and his iHeartMedia.

In one instance, executives pointed to PepsiCo’s Fritoise. FIFA World Cup started this week motion. As part of the campaign, consumers who purchased selected of her Frito-Lay products were prompted to scan her QR code on the product bag to take a selfie, which was displayed on a giant digital soccer ball. increase. The experience, Purier said, is perhaps the largest cumulative art project in history, offering the first trade-off of giving data in exchange for experience, but also allowing FIFA fans to see new players and finished products. There is also the possibility of checking in for

“This concept of being on a virtual plane leads to an emotional experience and an ongoing dialogue with a positive brand. The value is on both sides,” he continued.

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IHeartMedia is beginning to implement the concept outlined by Pulier, launching an always-on service. Fortnite iHeartLand In August. Boasting a virtual his concert arena, sponsored by State Farm, the space will host 20 events over the next year.

Rahul Sabnis, chief creative officer at iHeartMedia, said building iHeartLand meant taking a step back and unpacking what the team believed to be the metaverse in order to move forward intentionally. said. A key priority throughout is making the digital space easily accessible. This opens the door without potentially complex add-ons such as cryptocurrencies or blockchain technology. This creates an opportunity for brands like State Farm to feel compelled to play by a wide range of consumers. Reach multiple audiences.

“It’s not just a one-time thing, it’s about creating an ongoing dialogue with where our community is located,” continued Sabnis. The concept has been a success so far — Charlie Puth headlined the first concert held in a virtual arena, and according to executives, in one weekend, his 50th performance at Madison Square Garden. It has gained a worthy audience.

IHeartMedia also partnered with Vatom to create a platform built from scannable QR codes. The platform leverages existing live events to create mixed reality opportunities aimed at enhancing the on-site experience with exclusive opportunities and benefits that are otherwise inaccessible.

“This is a data exchange that we feel is very transparent,” Savnis said. “One of the things we look for when people come to our concerts is to give them more control over their identity and have an ongoing relationship with the event.”

Pulier said the scannable QR codes that make up iHeart’s strategy represent an evolution from Web2 to Web3. In the past, when fans scanned his QR code, they could be prompted to download tons of apps for rewards. Now consumers from a single point of contact can opt-in to individually, legally and ethically engage with every brand iHeart brings to the table with his partners.

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