Sat. Nov 26th, 2022

The merging of the physical and digital worlds is known as the “metaverse.” Gamers of Fortnite and Roblox are familiar with the concept. It’s been a few decades now that Second Life has been running a metaverse-style online world.

It was Neal Stephenson’s 1992 novel “Snow Crash” that introduced the concept of the “metaverse,” in which people use virtual reality headsets to interact with a computer game world they’ve created. There has been a lot of attention given to the metaverse recently, in part due to the fact that large corporations are beginning to invest significant resources in it.

The following is a list of metaverse brands and campaigns. Short-term promotions, e-commerce efforts, and long-term strategies are all part of the hybridization of brands.

Social networking site Facebook: an afterthought

A rebranded Facebook, Inc. (parent company of the social site and app) was introduced by CEO Mark Zuckerberg at Connect 2021 in October, announcing the company’s new mission to help people connect, find communities and grow businesses by bringing the metaverse to life. Presence Platform (which will allow for mixed reality experiences on Oculus Quest 2 virtual reality headsets) and a $150 million investment in training the next generation of creators were also announced by Meta.

MagicBand+ from Disney

For its “virtual-world simulator” patent, Disney filed in December, the company intends to recreate one of its theme parks in three dimensions. After that, users could take part in “highly immersive, individually tailored 3D virtual experiences without the need for those users to wear an augmented reality AR viewing device.”

“Our efforts to date are only a prologue to a time when we’ll be able to connect the physical and digital worlds even more closely, allowing for storytelling without boundaries in our own Disney metaverse,” CEO Bob Chapek said during Disney’s previous quarterly earnings call in November. “We look forward to creating unparalleled opportunities for consumers to experience everything Disney has to offer,” Chapek said.

Guests will soon be able to move seamlessly between Disney’s physical, digital, and virtual worlds. MagicBand+ wrist device allows guests to interact with their favourite Disney moments and discover new interactive experiences in new ways.

Roblox and Hyundai

On Roblox (the gaming platform) in October, Hyundai Motor Company launched a space called Mobility Adventure, which features Hyundai Motor’s products and future mobility solutions. In a shared virtual space, users can meet and interact with Hyundai’s mobility offerings, as well as design their own avatars. A global automotive brand’s first Roblox virtual experience, Hyundai Mobility Adventure, is aimed at young people who are technologically savvy and enjoy exploring virtual worlds. Customers who attend Hyundai Mobility Adventure will learn more about Hyundai Motor’s current and future products and services.

When Nike bought RTFKT in December, they announced that they were doing so in order to bring together the worlds of digital collectibles (like digital sneakers) and gaming. When RTFKT and FEWOCiOUS worked together to sell real and virtual sneakers, they raked in $3.1 million in six minutes, selling 600 pairs of sneakers and NFTs each.

A recent trademark filing indicates that Nike intends to produce and sell virtual footwear, apparel, and accessories branded with the Nike logo that can be used in virtual environments.

Block Party at Height’s Roblox

During the summer of 2021, Warner Bros. Pictures held a Roblox party to promote its film “In the Heights.” The Washington Heights neighbourhood of the film was brought to life in the Roblox metaverse through a block party. Tourists were able to visit the virtual neighbourhood and participate in murals, as well as watch behind-the-scenes videos and interviews, such as a dance tutorial from the movie’s choreographer, virtual items and interactive mini-games and scavenger hunts.

A garden of Gucci

Gucci collaborated with Roblox to create Gucci Garden, a unique and interactive virtual exhibit, in conjunction with the unveiling of Garden Archetypes, an immersive multimedia experience. Avatars became mannequins as visitors entered the Gucci Garden. Each visitor’s mannequin takes in the exhibition’s various elements as they make their way through the various rooms. It’s a one-of-a-kind experience because each person experiences the rooms in a different order and takes away different snippets of the space.

Tafi

Coke and Tafi collaborated to create virtual wearables to commemorate International Friendship Day with Coca-first Cola’s metaverse NFT collectible. An NFT loot box from Coca-Cola was auctioned on OpenSea, and the contents included digital clothing for use in Decentraland. Reimagined vending machines from the 1940s and 1950s, the Coca-Cola Friendship Box, containing the Bubble Jacket Wearable, the Sound Visualizer, and a Friendship Card, are NFTs. When opened the Friendship Box reveals the futuristic Bubble Jacket, the Sound Visualizer, and the Friendship Card, inspired by the Coca-Cola trading cards from that era.

The Game of Louis Vuitton – Louis

Video game Louis: The Game was released by Louis Vuitton to commemorate the company’s founder’s 200th birthday. It follows Vivienne, an avatar created by the brand monogram, as she travels the virtual world and seeks out collectible NFT candles. Each lighted candle reveals a new chapter in Louis and his family’s history. 30 NFTs are available, including 10 by Beeple, the artist whose digital collage sold for $69.3 million at a Christie’s auction.

Balenciaga

Fortnite skins from fashion house Balenciaga have been integrated with Epic Games. Balenciaga-themed accessories like a designer pickaxe and a Balenciaga bling backpack were also created for the four skins. Real-world clothing was offered, as was an in-game hub themed after Balenciaga fashions. Visitors can purchase cosmetics in the hub’s virtual Balenciaga store. Doggo, a walking dog in a hoodie, was depicted in an animated billboard above the virtual store. There was a billboard in the real world too, in places like New York, London, Tokyo, and South Korea. Additionally, Doggo’s hoodie was included in the Fortnight-themed Balenciaga line.

Charli Cohen and Selfridges

It’s Charli Cohen’s vision to create NEXTWEAR, a line of sustainable clothing with digital counterparts that can be worn in-game, in virtual reality and across the metaverse. In honour of Pokémon’s 25th anniversary, Charli Cohen collaborated with Selfridges and Yahoo RYOT Lab to launch Electric/City, an immersive virtual city inspired by the fashion capitals of the world. Visitors can explore the space and shop exclusive physical and digital garments. Using a body-tracking augmented reality Snapchat lens or a custom digital AR avatar, Charli Cohen’s collection featured four digital garments that could be worn on more than 300 different virtual platforms.

Wendy’s

Wendy’s launched an organic meta campaign to promote its burgers when Fortnight announced a food fight event between Team Pizza and Team Burger. Wendy’s “doesn’t do frozen beef!” Team Burger stored its meat in freezers. Once they had an avatar on Twitch, Wendy’s dropped in and started destroying freezers. 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 destroying freezers.

Microsoft’s Ignite 2021 event

This metaverse is here and it’s changing everything from how we see the world to how we participate — from the factory floor to the meeting room,” Microsoft CEO Satya Nadelia recently declared on LinkedIn. Mesh for Microsoft Teams, announced at the company’s Ignite conference in November 2021, will help to realise this vision. Mixed-reality applications can be accessed anywhere thanks to mesh, which provides a digital overlay. Microsoft’s recent $69 billion acquisition of Activision-Blizzard isn’t necessarily a direct play on the metaverse, but the synergies between the gaming giant and Microsoft are obvious in a hybrid world.

By Adam

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