In recent years, we have experienced a dramatic shift in how we connect, from selling products to how we do business and interact with consumers— a decade full of changes and evolution. If Darwin lived in this era, he would be thrilled because many things that we previously only saw in science fiction are now part of our daily lives.
We are now living in the next evolutionary stage of the internet, the Metaverse—a new world that completely changes how individuals and businesses interact with each other and with the outside world, marking a before and after in the world of technology and society.
But what is this new term? Stephenson coined the word in his 1992 novel "Snow Crash" to describe it as an online world based on virtual reality. These days, the term more specifically refers to a collection of digital worlds where users can create content and interact with others, such as avatars or digital versions of themselves. This environment will also allow for interoperability, meaning that users and their assets can move freely from one world to another.
That's why it's not surprising that brands are starting to explore these new virtual worlds as a potential marketing strategy, creating experiences such as concerts, activations, runways, showrooms, or virtual meetings that evoke emotions, meet consumer demands, and strengthen relationships through this futuristic trend that is already part of us.
We have been researching and gathering the brands that have already joined the Metaverse. Ready to start the tour?
We start with Nike. At the end of January, they posted 5 vacancies for roles related to this immersive world, following the acquisition of RTFKT, a non-fungible token studio that produces digital collectibles like digital sneakers. In the first half of 2021, customers could visit Nike's flagship store, 'House of Innovation,' in New York, engaging in an experience full of interactive and fun activities in a virtual recreation of Smith Rock State Park in Oregon via their mobile phones and other VR and AR tools. Additionally, on Roblox, Nike created Nikeland, a world dedicated to the footwear company, filled with dodgeball, building materials, and a digital exhibition hall.
Adidas is also keeping up. Like Nike, it is venturing into this new trend with a partnership with Coinbase. The goal of this collaboration is to allow users to try products before purchasing them and even design their own virtual models within Adidas's own Metaverse. Additionally, mini-games are included to earn NFTs.
Disney, a brand loved by many generations, was granted a patent for a "virtual world simulator in a real-world location" to create interactive and personalized experiences from that virtual world. Its main purpose is to offer augmented reality (AR) attractions without headsets in its theme parks, tracking visitors via their mobile phones and generating and projecting personalized 3D effects on various objects in the park.
Joining the trend, Vans launched its virtual skatepark on Roblox, allowing users to try tricks and earn points during the game, acquiring items like virtual shoes and skateboard customization.
Meanwhile, NASCAR, the most famous car racing association in the world, announced a digital car on Roblox last November. Players will be able to purchase uniforms for their avatars and race on the track like professionals. They will also experience consumption promoted by developers with a system designed to engage "Metaverse influencers."
On the other hand, Coca-Cola entered this world by launching its Coca-Cola Byte drink. More than just a product, it represents new generations through musical experiences, gaming, and the dual life between physical and virtual realms. Previously, Coca-Cola had also made strides in this field with an NFT collection launched last year, raising a notable $575,000 in an online auction.
Meanwhile, Budweiser not only hosted a party in the Metaverse by launching its NFT collection "Budverse Cans: Heritage Edition," but also recently announced that its famous Clydesdale horses have arrived in Web 3.0 in partnership with Zed Run to race in digital competitions for the first time. Since last year, Budweiser has been working on its digital ecosystem to continue providing top-notch experiences in this new environment.
NFTs are making their way into music, adding new ways to present content in the industry that benefit artists and allow them to represent their creations online as unique tokens. As a result, Spotify is also stepping into Web 3.0, creating its own island on Roblox, Spotify Island, a new and innovative experience for creators and fans.
Instagram, one of the social networks with the greatest impact in recent times, did not hesitate to enter this new environment. A few months ago, its CEO, Adam Mosseri, announced the integration of NFTs with the platform, allowing creators to connect their digital wallets, share their collectibles, and more. Its main purpose is to empower and support the creator economy.
In the fashion sector, brands like Gucci are making strides. Gucci has launched a pair of digital sneakers called The Gucci Virtual 25, which can be used in augmented reality (AR) or in associated applications like Roblox and VRChat. To commemorate the 200th anniversary of its founder, Gucci also introduced Gucci Garden on Roblox, a two-week virtual experience complementing a real-world installation called Gucci Garden Archetypes, held in Florence, Italy. Visitors could experience the inclusive vision and philosophy of the brand's creative director, Alessandro Michele, through 15 previous Gucci advertising campaigns.
The Metaverse is not only about providing a space where we can access goods and link purchases with external economic systems. It's not just about having fun in a virtual world; it's about paving the way for a new type of market and a new way for consumers to interact with offerings.
Do you want to take the leap and become the next brand in the Metaverse? At Penta, we know how to do it because we already live in our own Immersive World.
