Since the beginning of this year, the “metaverse” has never appeared in the public eye with such a high frequency. In addition to the technical conception and implementation, followed by the “metaverse marketing” of major brands…
Recently, JD.com launched the NFT trading platform “Lingxi”, and also launched the JOY&DOGA series of digital collections as the platform’s first collections, and 10,000 digital collections were quickly sold out;
Tencent Music Entertainment Group (TME) announced that it will officially launch TMELAND, the first virtual music carnival in China; Baidu released the metaverse product “Xi Rong” on December 27;
When OPPO released the first folding screen mobile phone Find N, it also released a global limited edition of 100 model words – Metaverse Adventure Digital Collection Limited Gift Box, and invited the virtual idol – Axi to become the digital recommendation officer;
During the Double 11, Tmall Luxury created the first luxury “digital collection” art gallery with six luxury brands Burberry, Longines, Emporio Armani, Coach, Balmain and La Perla;
In October, Oreo also created “never expired” NFT digital cookies in China; McDonald’s China released the first NFT work “Big Mac Rubik’s Cube”…
On the one hand, we see that more and more brands are gradually entering the metaverse, and some relatively independent gameplays have emerged, such as virtual spokespersons, NFT products, social interactive games, and virtual performances; and more and more users, for Metaverse participation is increasingly active. On the other hand, at present, the domestic “metaverse marketing” is still at the stage of “big thunder and little rain”, and more and more brands are entering the market, but many marketing methods are not yet systematic, and brands have not Long-term investment is still in the stage of building momentum, and users also lack continuous attention.
The Metaverse is decentralized and conceived as a new marketing ecosystem. This creates a conundrum for many brands, who need to work harder and more proactively to create their own virtual future than they would in the digital marketing era.
So, how will brands enter the metaverse? How are marketers prepared to brand and shape their brands in a virtual environment? How should brands behave and communicate in an always-on, ever-growing virtual world with mostly user-generated content? Combined with reference materials, Shijing believes that brands have to face the following four “transitions”.
From telling a story to creating a story
In the past, brand marketing was mostly a narrative story based on the brand to guide consumers to generate recognition or empathy. However, Metaverse marketing will be largely creator-driven and offer a wide variety of content and experiences.
Take Roblox, the world’s largest multiplayer online creative game platform, as an example. Roblox is the first game UGC platform positioned as “tools + 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 DAUs.
Roblox users use their own 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, exploring, etc. The more developers create game and gameplay content, the longer players will be immersed, and 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 and form a positive flywheel effect? For brands, it is necessary to re-examine their own positioning, from the narrator of the story to the co-creator of the story, so that the brand story can develop continuously go down. For example, brands buy land and build communities in some virtual communities, but the stories in the community are generated by player interaction.
From live events to virtual shows
Anheuser-Busch InBev, head of global technology and innovation at Lindsey McInerney, once said, “The future of sports, media and entertainment is virtual. Almost 2.5 billion people are already involved in the virtual economy. This is the direction the world is evolving. There is no doubt that 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 bought out the right to provide on-site beverages through sponsorships, and banks and credit card companies. Use ticket pre-sale rights to promote yourself…
The emergence of the Metaverse has given many brands more new opportunities for event sponsorship. NFTs are changing the way brands and IP owners interact with consumers. These tokens (tokens) provide a direct relationship between brands, IP owners and consumers, and can act as “passports/passports” for real or digital rights that have been acquired. For example, 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 mixed live and virtual concert, which was broadcast to 1 million paying subscribers at the same time, generating $43 million in revenue. The AR technology integrated in the live broadcast synchronizes the color of the real light 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 the Metaverse through its own product packaging. Consumers can also unlock other rights in this virtual concert based on the brand NTF assets they own.
From model/spokesperson to virtual idol/digital person
There is no doubt that virtual idols are further enriching the way brands are marketed. In terms of avatar endorsements, its advantages are obvious. First of all, it is more cost-effective, and the brand does not have to pay high remuneration; secondly, it does not have to bear the public opinion risk 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 characters are enriched through different communication contents to match the brand. Finally, once the virtual spokesperson is set, he will serve as the only, long-term and stable image representative of the brand and can accompany the brand to grow together.
But for brands, it is not easy to “cultivate” a virtual idol, relying on continuous cultural output and consistent personality. Lil Miquela, a foreign virtual idol, is very outstanding on social networking sites. She will share her outfits, food, social networking, and her expressions and actions are changeable, just like a young man.
These creative contents are adjusted according to the preferences of the audience, which is conducive to the extension of the image to different fields and scenarios. You must know that in the face of the homogenization phenomenon in the market, virtual idols will eventually face aesthetic fatigue only by their appearance.
Overall, the virtual idol industry is optimistic in the long run, but it is also a very competitive red ocean. Brands taking advantage of virtual idols are essentially chasing hot spots. How to properly integrate more advanced technologies into marketing actions and convert traffic is the key to continuous freshness.
From consumer-facing to digital avatars
Sharing virtual scenes with other users in the same world, and being able to have a real sense of presence in the virtual world, this virtual + real sociality is a key element of the metaverse.
Take Zepeto, which started as an avatar app, as an 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 buy virtual clothes to dress up. After completing the avatar DIY, users can choose the background and posture to “take a picture”, and 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 of 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 motivate users to create virtual goods and maps. The expansion of social scenes has made Zepeto evolve into a virtual business world, and the scale of global users has exceeded 200 million.
The huge scale of young users and a strong sense of fashion make Zepeto a new position for brand marketing. Since the original version, fashion has been an important element of Zepeto, and the app has 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, becoming a brand new position for brand marketing and IP promotion.
Metaverse marketing, a very important change is that the brand is no longer as simple as real consumers, but consumers and their digital avatars. It has the attributes of social people and also has virtual interaction needs.
“While the Metaverse appears as a series of real-time and ultimately interconnected online experiences, it is actually empowered and characterized by transformative trends long known to leading brands and marketers, including shared social spaces. , digital payments, gamification, etc. However, the future of the metaverse will present absolute evolutions that are very unfamiliar to most consumer brands, most notably blockchain technology, cryptocurrencies, digital goods, unique Qualitative tokens (NFTs) and personal digital avatars (Avartars).” (“THE METAVERSE IS THE MEDIUM”) Of course, at present, metaverse marketing still has a long way to go.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/metaverse-marketing-the-four-changes-brands-have-to-face/
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