The digital space is evolving on a tremendous scale today. From socializing with friends to conducting business, everything is there online. The era of Metaverse has officially begun and many leading brands are playing their part in it.
Originating from a sci-fi novel, the metaverse has become one of the latest obsessions in the tech world. Leading Industrialists and CEOs like Mark Zuckerberg and Satya Nadella are have invested billions into research and development to ensure that Metaverse is the next great leap in the evolution of the internet.
Satya Nadella described the whole idea in a very meaningful way. He said the metaverse will “embed computing in the real world and embed the real world into computing“.
Maury Rogow, CEO of Hollywood’s Rip Media Group, notes that retail will be one of the largest sectors in the metaverse. The metaverse is soon to become a significant component of successful brand strategies.
Here are some brands that have already entered the Metaverse to market their product to their target audience.
1. Wendy’s – Keeping Fortnite Fresh
Wendy’s decided to join the game to make its advertising the audience’s entertainment. They discovered that the burgers from Durr Burger were stored in the freezer, which is against Wendy’s famous policy never to use frozen beef.
Wendy’s immediately saw a new opportunity to advertise its “fresh, never frozen beef”. They got on Twitch, created a character that resembles the brand’s mascot, dropped it into Fortnite, and started to destroy all the freezers in the game’s Food Fight mode instead of killing other players.
2. Coca-Cola – NFTs
In July 2021, Coca-Cola launched a non-fungible token (NFT) collection that fetched $575,000 in an online auction. Coca-Cola auctioned four multi-sensory, friendship-inspired NFTs via the OpenSea marketplace on International Friendship Day.
It was auctioned off as one loot box, a play on the popular video game feature involving sealed mystery boxes. Not only did the winner become the owner of these four NFTs, but the winner also received a real-world physical fridge stocked with Coca-Cola bottles and additional surprises.
The luxury clothing brand had entered the world of a metaverse in 2020. Gucci collaborated with Roblox by selling several rare Gucci items on the Roblox platform.
In May 2021, the apparel house unveiled the Gucci Garden Archetypes which was a 2-week immersive multimedia experience in Florence, Italy, that explored and celebrated the brands’ 100th birthday.
4. Louis Vuitton – Louis The Game
On the recent birthday of the founder, Louis Vuitton (August 4, 1821), the company launched its own game. Louis The Game is a video game that combines its heritage, innovation, and NFT art.
Players within the game can travel into a world where they explore fashion house legacy over the years and collect monogram candles, which serve as keys to access more levels.
5. Burberry – Honor of Kings
Burberry had recently collaborated with the video game Honor of Kings, bringing Burberry designs to the game. The collaboration is inspired by Burberry’s fascination for fashion, and the unique relationship shared between humans and nature.
6. Balenciaga – Digital Fashion in Fortnite
Balenciaga’s iconic collections inspire the clothing for players in Fortnite introducing fresh looks for four of the game’s iconic characters – Doggo, Ramirez, Knight, and Banshee. The clothing line has been named ‘The new Balenciaga Fit Set of outfits.’
7. Nike – Creating Immersive Experiences
Nike took a dive into the metaverse and created user-driven, fully immersive digital experiences that connect with their physical offering. The company has utilized augmented reality (AR) tools to bring together fashion, entertainment, and gaming innovations.