Top Twelve Different Examples of Brands Within the Metaverse
The term “metaverse” refers to the intersection between physical and digital realities. The concept is not unique, especially for Fortnite and Roblox players. Second Life has run a virtual environment similar to a metaverse on the Internet for over two decades. In “Snow Crash,” published in 1992, Neal Stephenson introduced the word “metaverse.” The narrative portrayed a future in which individuals engage in digital games while wearing virtual reality headsets. In recent years, however, the metaverse has garnered much attention, mainly because large businesses have begun investing large sums of money and resources. The following is a list of brands and their respective metaverse campaigns. Aspirations to expand businesses into a hybrid reality coexist with brief marketing campaigns, efforts to improve online commerce, and grandiose goals.
At the Connect 2021 conference in October 2018, Mark Zuckerberg, CEO of Facebook, Inc., announced the company’s new mission to bring the metaverse to Life. The company has changed its name to Meta, and its new aim is to assist people in interacting with one another, finding communities, and growing their businesses. In addition, Meta announced the launch of new development tools for the metaverse, including the Presence Platform (which will enable new mixed reality experiences on its Oculus Quest 2 virtual reality headsets) and a $150 million investment in the education of the next generation of artists.
In December, Disney submitted a patent application for a “virtual-world simulator” that recreates one of the company’s theme parks in a three-dimensional environment. Users will then be able to participate in “very realistic, customized 3D virtual experiences” without the need for augmented reality viewing equipment.
At Disney’s most recent quarterly results call in November, CEO Bob Chapek announced the company’s plans to create its metaverse. As Chapek stated, “Our current efforts are merely a prelude to a time when we will be able to connect the physical and digital worlds even more closely, enabling limitless storytelling in our own Disney metaverse, and we look forward to offering consumers unparalleled opportunities to experience everything Disney has to offer across our progeny of Disney-branded experiences.”
Disney has already begun combining the physical, digital, and virtual worlds to make it easier for visitors to navigate Disney properties and platforms. Because it is worn on the wrist, the MagicBand+ bracelet enables visitors to connect with their favorite Disney memories and discover new interactive experiences.
Roblox Mobility Adventure is a metaverse environment created by Hyundai Motor Company for the Roblox gaming platform in October. The Transportation Adventure displays the goods of Hyundai Motors and future mobility options. Users may communicate with one another, try Hyundai’s various mobility gadgets, and design their avatars inside the shared virtual area. Hyundai Mobility Adventure is the first virtual experience that a multinational vehicle manufacturer has created and posted on Roblox. It is intended for younger, technologically savvy customers who like exploring different virtual worlds. The Hyundai Mobility Adventure strengthens fan interactions by exposing them to Hyundai Motor’s goods and future mobility alternatives.
Nike said in December that it had acquired RTFKT, a company that creates digital artifacts (such as digital shoes) that merge culture and gaming. RTFKT manufactures digital collectibles. Previously, RTFKT and the young artist FEWOCiOUS worked on a project to sell physical and digital shoes. In only six minutes, they could sell 600 pairs of shoes and NFTs, generating over $3.1 million. The purchase follows Nike’s recent submission of seven new trademark applications, which suggest the company’s intention to produce and sell Nike-branded virtual footwear, apparel, and accessories for usage in virtual settings.
In the Heights, Warner Bros. produced a picture titled Block Party.
In 2021, Warner Bros. Pictures threw a party on the online platform Roblox to advertise their upcoming summer film, “In the Heights.” The block party introduced Latin American music, dance, and culture into the Roblox metaverse. The prominent Washington Heights neighborhood inspired these elements in the movie. Visitors may assemble in front of the film’s central shop, contribute to murals, and see behind-the-scenes movies and interviews. In addition to virtual goods, interactive minigames, and treasure hunts, the virtual community included dancing lessons from the film’s choreographer.
Gucci and Roblox worked together to create Gucci Garden, an interactive virtual display, and Garden Archetypes, an immersive multimedia experience. Upon entering the Gucci Garden, the brand transformed guests’ avatars into standard mannequins. As it walks through the several rooms, the form assigned to each visitor sees different display components. After their voyage, individuals are transformed into one-of-a-kind pieces of art because they travel the rooms in a unique sequence and remember various characteristics of their locations.
Coca-Cola teamed up with Tafi to create non-fungible token (NFT) collectibles in the form of virtual wearables in honor of International Friendship Day. Tafi is the designer of these items. Coca-Cola has made available for purchase on OpenSea an NFT treasure box, including Decentraland-wearable digital clothing. The Coca-Cola Friendship Box includes a future Coca-Cola Bubble Jacket Wearable, a Sound Visualizer to capture the sensation of sharing a Coca-Cola, and a Friendship Card inspired by the company’s 1940s cards. All of these items are available through the Coca-Cola Friendship Box.
The Louis Vuitton game is titled “Louis: The Game.”
Louis Vuitton released the video game Louis: The Game to commemorate the 200th birthday of the company’s founder. The game follows Vivienne, a brand-created mascot, as she explores the virtual world and travels to several brilliant locations across the globe in search of NFT candles. Every time a candle is lighted, a new tale of Louis and his family’s adventures are told. Players may acquire 30 unique NFTs, ten created by Beeple, the artist whose digital collage sold for $69.3 million at Christie’s as an NFT.
Luxury fashion houses Burberry and Louis Vuitton are turning to NFTs and gaming to promote their brands.
— GLEAC (@Gleacskills) September 21, 2022
The designer fashion company Balenciaga and Epic Games cooperated to develop fashionable Fortnite skins. Decided to produce four skins for the game and Balenciaga-themed accessories such as a designer pickaxe and a Balenciaga bling bag. A Balenciaga-themed in-game center and a Balenciaga-themed apparel range were constructed. Within the hub is an online Balenciaga shop where visitors may purchase cosmetics and other products. Above the website, a moving commercial portraying Doggo wearing a sweatshirt while walking was shown. A billboard was also seen in other cities: New York City, London, Tokyo, and Seoul. The hoodie that Doggo was wearing was also a part of the Balenciaga collection inspired by Fortnight.
Charli Cohen and Selfridges have created Electric/City in collaboration.
Charli Cohen establishes the eco-friendly clothing brand NextWear. Celebrating the 25th anniversary of the Pokémon franchise, it was designed by Charli Cohen in collaboration with Selfridges and Yahoo RYOT Lab. Each article of clothing has a digital duplicate that may be worn in-game, augmented reality, in virtual reality, or anyplace else in the metaverse. Electric/Metropolis is an immersive virtual city modeled after the world’s fashion capitals. Visitors may visit the region and shop for one-of-a-kind physical and digital garments. The brand collection included four digital outfits that could wear with a body-tracking augmented reality Snapchat lens or a customizable digital AR avatar across more than 300 virtual platforms.
When the video game platform Fortnight announced a food war between Team Pizza and Team Burger, Wendy’s launched a meta-campaign to sell their burgers. In the contest, Team Pizza would battle against Team Burger. Team Burger had to store their meat in the freezer since Wendy’s “doesn’t do frozen beef!” In response, Wendy’s established an avatar on Twitch entered the game, and immediately started smashing burger freezers. Throughout the nine hours Wendy spent destroying burger freezers, she promoted the competition on Twitter and encouraged other players to participate. The elite players took notice; their followers soon broke into refrigerators.
Microsoft’s CEO, Satya Nadelia, just posted the following on LinkedIn: “The metaverse is here, and it is not only changing how we see the world but also how we interact with it—from the factory floor to the conference room.” The Mesh for Microsoft Teams, introduced at the company’s Ignite conference in November 2021, is designed to accomplish this goal. Mesh is a digital overlay that allows presence and shared experiences from any location using mixed-reality applications. Microsoft’s latest bid to purchase Activision-Blizzard for $69 billion is not precisely a metaverse move, but the gaming giant’s synergies are readily apparent in a hybrid scenario.