How to play a brand role and shape the brand in a virtual environment?
Since the beginning of this year, “Metaverse” has never appeared in the public eye with such a high frequency. In addition to the technical conception and implementation, the “Metaverse Marketing” of major brands followed……
Recently, JD.com launched the NFT trading platform “Lingxi”, and also launched the JOY&DOGA series of digital collections as the platform’s first collection, and 10,000 digital collections were quickly sold out;
Tencent Music Entertainment Group (TME) announced that it will officially launch TMELAND, the country’s first virtual music carnival; Baidu will release the Metaverse product “Horon” on December 27;
When OPPO released the first foldable phone Find N, it also released a global limited edition of 100 model words-Metaverse Qilv Digital Collection Limited Gift Box, and invited the virtual idol-Axi to become a digital recommendation officer;
During Double 11, Tmall Luxury and the six major luxury brands Burberry, Longines, Emporio Armani, Coach, Balmain, and La Perla created the first luxury “digital collection” art Gallery;
In October, Oreo also created “Never Expires” NFT digital cookies in China; McDonald’s China released the first NFT work “Big Mac Rubik’s Cube”…
On the one hand, we have seen more and more brands gradually enter the Metaverse, and some relatively independent gameplay has emerged, such as virtual spokespersons, NFT products, social interactive games and virtual performances, etc.; and more and more users are concerned about The participation of the Metaverse is becoming more and more active.On the other hand, at present, the domestic “Metaverse marketing” is still at the stage of “big thunder and little rain”. There are more and more brands entering the market, but many marketing methods are not yet systematic. Long-term investment is still in the stage of building momentum, and users lack continuous attention.
Metaverse is decentralized and is considered a new marketing ecosystem. This has brought problems for many brands. Brands need to work harder and more proactively to create their own virtual future than in the era of digital marketing.
So, how will the brand enter the Metaverse? How do marketers plan to play a brand role and build a brand in a virtual environment? In a virtual world that is always online, endless and mainly user-generated content, how should a brand behave and spread? Combined with reference materials, Shi is interesting that the brand has to face the following four “transitions.”
01. From narrating stories to creating stories
In the past, brand marketing was mostly narrative stories based on the brand as an export, leading consumers to recognize or empathize. However, Metaverse marketing will be largely driven by creators and provide a variety of content and experiences.
Take Roblox, the world’s largest multiplayer online game creation platform, as an example. Roblox is the first game UGC platform positioning “tool + community”, providing creators with technical tools to freely produce content, and providing players with a platform for gaming and social activities. As of 21Q3, it has attracted 47.3 million DAU.
Roblox users use their unique avatars to interact with their friends in the digital scene of UGC, and also digitize offline social activities, such as fishing, racing, visiting Gucci, watching videos, and exploring. The more developers create games and gameplay content, the longer the player’s immersion time, the more new users will be attracted through social networks; while the player base expands, due to the UGC incentive + feedback economic system, the more players become developers, Form a positive flywheel effect.
In Metaverse marketing, users are both developers and players. How to break the boundary between the two to form a positive flywheel effect, for the brand, it is necessary to re-examine its own positioning, from the narrator of the story to the co-creator of the story, so that the brand story can continue to develop Go down. For example, brands buy land and build communities in some virtual communities, but the stories in the communities are generated by player interaction.
02. From live event to virtual performance
Lindsey McInerney Global Technology and Innovation Director Anheuser-Busch InBev once said, “The future of sports, media, and entertainment is virtual. Almost 2.5 billion people are already participating in the virtual economy. This is the direction of the world’s evolution. There is no doubt, and As in the real world, brands need to find a foothold in the virtual parallel world.”
For a long time, brand owners have reached consumers by sponsoring live performances. Sports brands have expanded their brand influence by sponsoring sports events. Beer and soft drink companies have sponsored to buy out the right to provide beverages at the event. Banks and credit card companies have done so. Use the ticket pre-sale rights to promote yourself…
The emergence of Metaverse has given many new opportunities for brand sponsorship. NFT is changing the way brands and IP owners interact with consumers. These Tokens provide a direct relationship between brands, IP owners and consumers, and can be used as “passports/passports for real or digital rights that have been obtained. For example, the ownership of a brand’s proprietary NFT Those who pass the identity verification can participate in the next virtual new product launch event.
For another example, BTS integrated augmented reality technology into a live and virtual concert, and broadcast it to 1 million paying subscribers at the same time, generating $43 million in revenue. The AR technology integrated in the live broadcast synchronizes the colors of the real glow sticks that fans can safely wave while sitting at home with the music in the live broadcast.
The sponsoring brand of this virtual performance can provide all consumers around the world with access to the BTS concert held in Metaverse through its own product packaging. Consumers can also unlock other rights and interests in this virtual concert based on the brand NTF assets they own.
03. From model/spokesperson to virtual idol/digital person
There is no doubt that virtual idols are further enriching the ways of brand marketing. In terms of avatar endorsement, its advantages are obvious. First, it is more cost-effective, and the brand does not have to pay high remuneration; second, it does not have to bear the risk of public opinion of the spokesperson. At the same time, the brand’s image setting, words and deeds, etc. of the virtual spokesperson are completely controllable, and the personalities of the characters are enriched through different communication contents to make them match the brand. Finally, once the virtual spokesperson is set, he will be the only, long-term and stable image representative of the brand, who can accompany the brand to grow together.
But for a brand, it is not easy to “grow” a virtual idol, relying on continuous cultural output and consistent personality. Lil Miquela, a foreign virtual idol, is outstanding on social networking sites, sharing her outfits, food, and social interactions. His expressions and actions are changeable, just like young people.
These creative content are adjusted according to the preferences of the audience, which is conducive to the extension of the image to different applications and scenarios. We must know that in the face of homogenization in the market, virtual idols will eventually face aesthetic fatigue only by appearance.
On the whole, the virtual idol industry is optimistic in the long run, but it is also a very competitive Red Sea. Brands take advantage of virtual idols are essentially hot spots. How to properly integrate more advanced technologies into marketing actions and transform traffic is the key to continuous freshness.
04. From consumer-oriented to digital avatar-oriented
Share virtual scenes in the same world with other users, and have a real sense of existence in the virtual world. This virtual + real sociality is a key element of the Metaverse.
Take Zepeto, which started as an avatar APP, for example. Zepeto was born in 2018. It is an avatar APP launched by Naver, a leading Internet company in South Korea. Users can create avatars according to their personal preferences and purchase virtual clothing to dress up. After completing the avatar DIY, the user can choose the background and posture to “take a photo”. The “group photo” and sharing functions provided by Zepeto make it quickly spread in the social circle of acquaintances.
Starting from version 2.6 in 2019, Zepeto added the “theme park” function to broaden the social scene for strangers. Since then, the “theme park” map has been continuously expanded to form the current “world” column. In order to promote content production, Zepeto launched Zepeto in 2020 Studio to encourage users to create virtual goods and maps. The widening of the social scene has enabled Zepeto to evolve into a virtual business world, and the global user scale has exceeded 200 million.
The large scale of young users and a strong sense of fashion make Zepeto a new position for brand marketing.Since the first version, fashion dress has always been an important element of Zepeto, and the app has therefore attracted a large number of young female users. According to the latest data disclosed by Naver Z, 70% of all users are women between the ages of 13-24. Due to the high degree of overlap between user portraits and the target customer groups of many fashion brands, Zepeto has attracted more than 60 well-known brands and IPs and has become a brand new frontier for brand marketing and IP publicity.
A very important change in Metaverse marketing is that what brands have to face is no longer as simple as real consumers, but consumers and their digital substitutes. It has the attributes of a social person and also has virtual interaction needs.
“Although Metaverse is represented as a series of real-time and ultimately interconnected online experiences, it is actually empowered and qualitative by some transformative trends that have long been known to leading brands and marketers, including shared social spaces. , Digital payment and gamification, etc. However, the future of Metaverse will show absolute evolution that most consumer brands are very unfamiliar with, the most notable of which are blockchain technology, encrypted currency, digital goods, Qualitative tokens (NFT) and personal digital avatars (Avartars).” (“THE METAVERSE IS THE MEDIUM”) Of course, currently, Metaverse marketing still has a long way to go.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/metaverse-marketing-four-changes-brands-have-to-face/ Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.