The merging of the physical and digital worlds is known as the “metaverse.” Gamers of Fortnite and Roblox are familiar with the concept. Online virtual world Second Life has been active for almost a decade.
It was Neal Stephenson’s 1992 novel “Snow Crash” that introduced the concept of the “metaverse,” in which people utilize virtual reality headsets to participate in a computer gaming environment they’ve created. There has been a lot of attention given to the metaverse recently, in part because of the fact that huge corporations are beginning to invest significant resources in it.
The following is a list of brands and campaigns in the metaverse. Short-term promotions, e-commerce activities, and long-term strategies are all part of the hybridization of brands.
Facebook – Meta
When Facebook CEO Mark Zuckerberg relaunched Facebook, Inc. (the corporation behind the social network and its apps) as Meta at Connect 2021 last October, he announced the firm’s new aim to help people connect, find communities, and create companies in the metaverse. Presence Platform (which will allow for mixed reality experiences on Oculus Quest 2 virtual reality headsets) and a $150 million investment to train the next generation of creators were also revealed by Meta.
“Virtual world simulator” is the name of Disney’s 3D recreation of one of its theme parks in December. Afterward, users might take part in “very immersive, individually tailored 3D virtual experiences without the need for those users to wear an augmented reality AR viewing equipment.”
CEO Bob Chapek revealed the company’s ambition to build its own metaverse during Disney’s prior quarterly results call in November, “Our efforts to date are only a prologue to a time when we’ll be able to integrate the physical and digital worlds even more closely, allowing for storytelling without boundaries in our own Disney metaverse, and we look forward to providing unparalleled opportunities for customers.”
Disney has already been combining the physical, digital, and virtual worlds to make it easier for guests to explore Disney properties and platforms. MagicBand+ wrist gadget allows customers to interact with their favorite Disney moments in new ways and discover interactive experiences.
Hyundai – Roblox
Earlier last month, Hyundai Motor Company unveiled Mobility Adventure, a virtual world on the game platform Roblox that showcases Hyundai Motor’s current and upcoming goods and mobility services.
Users can meet and interact with Hyundai’s mobility solutions in the shared virtual area, and they can even personalize their avatars. For the first time, a worldwide car brand has created virtual content for Roblox that is geared toward young people who are digitally aware and enjoy exploring virtual worlds.
Customers who attend Hyundai Mobility Adventure will learn more about Hyundai Motor’s current and future goods and services.
A non-fungible token studio that creates digital collectibles (including digital sneakers) in order to integrate culture and gaming was acquired by Nike in December. When RTFKT and FEWOCiOUS worked together in the past to sell actual and virtual sneakers, they made over $3.1 million by selling 600 pairs in six minutes.
There were seven new trademark applications recently filed by Nike, which show the company’s intention to develop and market Nike-branded virtual shoes, garments, and accessories for usage in virtual environments in the near future.
RTFKT is now a part of the NIKE, Inc. family. pic.twitter.com/5egNk9d8wA
— RTFKT Studios (@RTFKTstudios) December 13, 2021
Warner Bros. Pictures – In the Heights Block Party
To promote the summer movie “In the Heights,” Warner Bros. Pictures held a virtual party on Roblox in 2021. The Roblox block party introduced the Washington Heights neighborhood’s music, dance, and Latin American culture to the virtual world.
People who come to the virtual neighborhood can hang out in front of the central gathering store where all the action takes place, contribute to the murals, and watch behind-the-scenes footage and interviews, including a dance tutorial from the film’s choreographer.
Gucci – Gucci Garden
Gucci and Roblox teamed up to develop Gucci Garden, a unique and interactive virtual exhibit, at the same time as Garden Archetypes, an immersive multimedia experience. Avatars turned mannequins as people entered the Gucci Garden.
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Each visitor’s mannequin takes in the exhibition’s many features as they make their way around the various rooms. It’s a one-of-a-kind experience because each person experiences the rooms in a different order and takes away various snippets of the area.
Coca-Cola – Tafi
In celebration of International Friendship Day, Coca-Cola teamed with Tafi to design virtual wearables for the company’s first non-fungible token (NFT) collectibles in the metaverse. An NFT prize package from Coca-Cola was auctioned on OpenSea, and the contents included digital clothing for use in Decentraland.
It’s an NFT, but the Coca-Cola Friendship Box, reimagined from the Coca-highly Cola’s collectible vending machine, contains a futuristic Bubble Jacket Wearable and Sound Visualizer that captures the experience of sharing a Coca-Cola, as well as an old-fashioned trading card inspired by Coca-1940 Cola’s trading cards.
Louis Vuitton – Louis: The Game
Louis Vuitton produced Louis: The Game as a video game to commemorate the 200th birthday of its founder. The game follows Vivienne, a character formed by the brand monogram, as she travels the virtual world in pursuit of rare NFT candles.
There are stories to be told about Louis and his family’s trip in each of the candles. The artist Beeple, whose digital collage sold for $69.3 million at a Christie’s auction as an NFT, created ten of the 30 NFTs available to players.
Epic Games and fashion brand Balenciaga have teamed up to bring you exclusive Balenciaga Fortnite skins. Balenciaga-themed accessories like a fancy pickaxe and a bling backpack were also made.
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Real-world and virtual Balenciaga apparel lines have both been created. Visitors can purchase cosmetics in the hub’s virtual Balenciaga store. There was an animated billboard of the dog Doggo wearing a sweatshirt over the virtual store.
There were billboards in New York City, London, Tokyo, and Seoul, as well. As part of Balenciaga’s Fortnight-themed collection, Doggo’s hoodie was included.
Charli Cohen & Selfridges – Electric/City
For Charli Cohen, creating NEXTWEAR, Charli Cohen makes sustainable clothes with digital analogs that can be worn in-game and across the metaverse. Charli Cohen collaborated with U.K. high-end retailer Selfridges and Yahoo RYOT Lab to launch Electric/City, an immersive virtual city inspired by the world’s fashion capitals, where visitors can explore the space and shop exclusive physical and digital garments, all in honor of Pokémon’s 25th-anniversary celebration.
Digital clothing from the Charli Cohen line could be worn via Snapchat’s augmented reality body tracking lens or a digital AR avatar that could be used on more than 300 additional virtual platforms.
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Wendy’s started an organic meta-campaign to promote its burgers when Fortnight announced a food-fight event between Team Pizza and Team Burger on the video game platform. Frozen beef is not an option at Wendy’s since they “don’t do frozen beef!” Once they had an avatar on Twitch, Wendy’s dropped in and began demolishing refrigerators. On Twitter, she advertised the mission and invited gamers to take part during her nine-hour burger freezer devastation spree The best players in the world took notice, and soon everyone else was demolishing freezers.
On LinkedIn recently, Microsoft CEO Satya Nadelia said, “The metaverse is here, and it’s not only revolutionizing how we see the world but how we interact in it—from the factory floor to the meeting room.” Mesh for Microsoft Teams, which the firm revealed at its Ignite conference in November 2021, will help to support this objective.
It is possible to have a virtual presence and have a shared experience from any location thanks to Mesh’s digital overlay. In a hybrid environment, Microsoft’s recent $69 billion proposals to acquire Activision Blizzard do not necessarily represent a direct attempt to capitalize on the metaverse.