The metaverse, a virtual universe that continues to change the way we experience the digital world, is not only captivating but also transforming the way companies market their products. With the surge in metaverse use in 2021, coupled with the remarkable advancements in AR and VR technology, brands now have more opportunities to reach their audience.
From Prada to McDonald’s, companies have already entered the virtual world and made their mark. In this article, we'll dive into the top metaverse marketing strategies that these brands used to achieve success and how you can replicate them to take your brand to the next level.
Experts predict that the metaverse's market size expansion won't stop anytime soon. It's projected to reach a staggering $947.118 billion US dollars by 2030, and brands are already positioning themselves to benefit from this rapidly growing market. As metaverse consumers become more discerning, brands are coming up with innovative strategies to capture their attention. From developing their own metaverse games to incorporating NFTs, and partnering with metaverse influencers, the possibilities are endless, and the future looks promising.
Remember, it's crucial to stay up to date with evolving technology and consumer preferences. Don't let your brand lag behind in the fast-paced digital world. We've curated the top metaverse marketing strategies based on actual case studies to help you succeed. So, let's get started and explore how you can use the metaverse to take your brand to new heights!
Top 7 Metaverse Marketing Strategies ⬇️
1. Brand-Sponsored Game Modes
AMD x Fortnite
Industry: Computer hardware, e-sports
AMD, the computer hardware brand, has made an impressive splash in the metaverse by partnering with MAKAMAKES to create four new maps in the wildly popular game Fortnite Creative Island. The experience was nothing short of mind-blowing, as the islands were designed to look like an AMD RX 6000 graphics card and an AMD Ryzen 5000 processor.
But it didn't stop there. Players could engage in various game modes, from free-for-all battles to box fights and even capture the flag. AMD also partnered with MAINGEAR to give away a gaming PC that was powered by an AMD Ryzen 7 processor and Radeon RX 5700 XT graphics card. AMD sure knows how to elevate their marketing game to new heights!
Reason for AMD’s Success:
AMD's successful campaign can be attributed to two main factors. Firstly, it chose the perfect metaverse, Fortnite, as it required high computer specifications, which AMD is known for. Secondly, AMD effectively integrated its brand into the game by incorporating AMD hardware onto the creative map, which made the overall experience seem seamless and integrated.
2. Augmented Reality Store
Nike x Hovercraft
Industry: Fashion, footwear
The metaverse is not just limited to virtual reality (VR) and avatars. It is comprehensive enough to include augmented reality (AR). Nike has used AR to provide its customers with an outdoor experience, all while staying within the confines of its House of Innovation store in New York.
Nike partnered with Hovercraft to create a digitally-enabled discovery center for the launch of its All Conditions Gear (ACG) HO20 collection of products. Each station had a QR code that customers could scan using their mobile phones to unlock an interactive basecamp map, animated models of local wildlife, and the digital AR model of the Nike ACG Hiker mascot.
Reason for Nike’s Success:
Nike leveraged COVID-19 pandemic to its consumers the capabilities of the metaverse. The pandemic brought consecutive lockdowns, making it hard for people to explore the outdoors. Nike made use of this fact and gave its customers an unforgettable wildlife journey through the help of AR. This campaign shows priority for customer experience, as well as brand innovation.
3. Virtual Events and Concerts
Ariana Grande x Fortnite
Industry: Music, entertainment
If there’s one thing we’ve learned during the pandemic, it’s the power of the metaverse. Nike wasn’t the only brand who saw the potential of the virtual world, and Ariana Grande definitely made the most out of it. With restrictions on live events and concerts, Ariana teamed up with Fortnite to bring her music to life in the metaverse.
Ariana Grande collaborated with Fortnite to provide players a musical journey unlike any other. During Fortnite’s Rift Tour, it featured an in-game live music event where Ariana Grande performed her most popular hits such as Raindrops, 7 Rings, Be Alright, R.E.M., The Way, and Positions. Ariana’s avatar danced around in pops of color, with full-on choreography and costume changes.
Reason for Ariana’s Success:
Virtual events and concerts are the perfect way to captivate an audience in the metaverse. Ariana Grande didn't just entertain seasoned metaverse players, but also introduced new fans to the virtual world. Ariana’s show was the perfect example of bringing the best of both worlds together–an unforgettable musical experience inside a virtual game.
4. Virtual Wearables
Gucci x Zepeto
Industry: Luxury, fashion
If you’re a fashionista at heart, you’d want your avatar to reflect your style. Your avatar’s self-expression won’t be complete if you can’t modify your clothing to match your personality. If you’re luxurious and stunning in real life, wouldn’t you want your avatar to look the same? Gucci gave that opportunity to Zepeto players.
Gucci partnered with Zepeto, a metaverse game and social media platform which makes use of personalized avatars. The collaboration will allow users to dress their Zepeto 3-D avatars in pieces from Gucci’s latest collections. Zepeto customers are also free to explore the Gucci Villa space.
This strategy is common in fashion brands. Balenciaga also collaborated with Fortnite, where the former released Balenciaga Fit Sets and introduced fresh looks for four of Fortnite’s fan-favorite characters. Don’t get us wrong, though. Even non-fashion brands can ride with the wave of virtual wearables!
It’s not just fashion brands that are getting into the metaverse action. Coca-Cola has joined the virtual wearables trend with its branded NFTs. The NFTs unlocked wearable jackets which avatars can rock on Decentraland metaverse.
Reason for Gucci’s Success
Online identities are as crucial in the metaverse as our actual identities in real life. Avatars in the metaverse represent the players’ taste, identity, and personality. Brands like Gucci, Balenciaga, and Coca-Cola are giving these players the opportunity to express themselves the way they would off-screen. These brands might even be giving these players a chance to wear virtually what they can’t in actuality. Launching virtual wearables is one of the most-effective, interactive ways to engage the metaverse market.
5. Metaverse Location
Millennium Hotels x Decentraland
Industry: Accommodation, hospitality
Your avatar might be a digital creation, but it deserves some rest and relaxation too. After a long day of competing in games and completing challenges, imagine your avatar being able to kick back and relax in a luxurious virtual hotel. Well, thanks to Millenium Hotels, Decentraland players can do just that.
MullenLowe Singapore has partnered with Millennium Hotels and Resorts to launch M Social Decentraland, making it the world’s first hospitality group to operate a hotel in the metaverse virtual world. Guests who step inside M Social Decentraland can interact with an avatar that welcomes everyone in the lobby. The avatar guides guests through the hotel. Those who reach the top of Decentraland, and share a screenshot of their Avatar with hashtag #MSocialDecentraland on their social channels, have a chance to win real-world hotel rewards.
Reason for Millenium Hotels’ Success:
Millennium Hotels is all about setting trends and forging connections with their guests, and their latest marketing strategy proves just that. M Social Decentraland is the first hotel of its kind to offer virtual guests a chance to experience the luxurious perks and amenities of a real-life hotel, blurring the lines between the real and virtual worlds.
6. Virtual Influencers
Samsung x Shudu & Miquela
Industry: Consumer electronics
When it comes to the metaverse, tech brands know that virtual influencers are key to showcasing advanced tech and creating a digital representation of their brand. And Samsung is no stranger to this strategy, being one of the first brands to leverage virtual influencers to promote their latest products.
For its social media marketing campaigns, Samsung partnered with virtual influencers Shudu and Miquela to promote the new Samsung Galaxy Z Flip and the Samsung Galaxy Series. The Galaxy Z Flip is one of the first touch screen flip phones available today, which made Samsung’s collaboration even more sensible, with Shudu being the world’s first digital supermodel.
Reason for Samsung’s Success:
Samsung was able to tap onto the full potential of the metaverse and influencer marketing when it chose virtual influencers as brand ambassadors. Social media platforms are flooded with thousands of influencers, and a brand can only make an impact if it chooses the right one. Samsung, by choosing Miquela and Shudu, showed innovation and authenticity in the digital world.
7. Virtual Billboards
Boohoo x Paris World in Roblox
Industry: Fashion, clothing
In both the digital and real worlds, billboard advertising is a tried and true marketing strategy. In the metaverse, this strategy also exists and can be especially effective in live events and high-traffic areas where avatars frequently pass by. With the right billboard placement, a brand can easily capture the attention of their target audience and leave a lasting impression.
Fashion brand Boohoo made use of this technique. During Paris Hilton’s virtual fashion week on Roblox, Boohoo displayed its brand name on two prominent billboards located at the entrance area of the event. Boohoo’s billboards were seen by all attendees of the fashion week. Paris Hilton believes that billboards are part of our everyday lives, and it should be no different in the metaverse.
Reason for Boohoo’s Success:
Boohoo brought a familiar element to the unfamiliar. The metaverse is a relatively new world which not a lot of people have already fully grasped. Boohoo, by putting up billboards during the event, offered a sense of comfort and normality to the players, and also made the metaverse closer to real life.
Conclusion
The metaverse opened up new marketing strategies for brands to try and hop on. Brands which are launching marketing campaigns in this virtual world are looking at a bright future–they are able to secure their spots into the new generation of tech and consumerism.
We hope this article has helped your brand discover and understand the best ways to do marketing in the metaverse. We hope the cases we’ve provided serve as inspiration for your next campaign.
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