One of the hottest new platforms for marketing became very clear during the pandemic: metaverse marketing. For those unfamiliar, the metaverse is an immersive, digital environment populated by virtual avatars representing actual people. Still not clear what it means? Think of the hit video game Fortnight, a virtual reality game where avatars play the game in real-time, fighting against each other and attending events held in that metaverse. Every person playing interacts with others as their personalized digital representation or an avatar.

Teenager Playing With VR Glasses

What makes a metaverse a metaverse?

Employee doing business tasks with VR glasses
A metaverse is always active, exists in real-time, players have individual agency, it is a self-contained and fully functioning universe, and contains user-generated content. Though other industries are creating and building metaverses, the gaming industry is the first to truly grasp, and take advantage of the potential. And the brands that are early adopters in realizing the potential of metaverses are the ones who will see the most return.

Why Brands Are Marketing in Metaverse?

Marketers are rushing to the metaverse for a variety of reasons. It's new, and there are now better connections to handle expanding environments. The fact that marketers can target Millennials and Gen X in new ways thanks to metaverses is perhaps the most crucial factor. Marketers want to reach these audiences and keep them informed about and interested in their products and technologies. It is also evident from the level of interaction brands are already experiencing that this marketing approach is effective and here to stay.

Woman taking off VR glasses to speak with her colleague
Employees using vr headsets

Non-gaming metaverses are beginning to emerge more frequently. The metaverse is now the place of virtual gatherings. Without leaving their job or home, attendees can visit a lot of exhibits. By moving the experience online, the audience's size rapidly increases. Consider the reach that auto exhibitions could potentially have in the metaverse. Put on some virtual reality goggles, and "sit" in an automobile to see and experience it from the inside out. Events of this nature could be planned in many inventive ways.

Example — Wendy's Organic Marketing in Fortnite

Marketing in the metaverse doesn’t have to get complicated, with the right partnerships or out-of-the-box thinking, brands can deliver engaging experiences to the younger generation and greatly increase awareness. Fast food chain Wendy’s wanted to engage the 25 million players in the video game Fortnite without the expensive investment of sponsored events and avatar skins. To deliver this new kind of organic marketing, their team noticed that there are frozen fridges in burger restaurants within the game. And guess what? Wendy’s never uses frozen beef patties. With this simple connection, the team set out a core goal to destroy all the freezers and fridges within the game. The Wendy’s team picked out a red-hooded avatar (similar to Wendy’s logo) and live-streamed on Twitch for hours per day just gameplay of the red-hooded avatar destroying freezers in the game.

The results were mind-boggling. Wendy’s saw 1.5 million minutes watched on Twitch and say 119% increase in social mentions by just destroying 752 freezers. It got so widespread that Epic, the developers of Fortnite, removed the freezers from the game.

Woman holding a burger

Creativity in Metaverse

Man sitting on the sofa in VR glasses
Because branding, marketing, and advertising in the metaverse are so new, the costs to run a campaign are still quite minimal. It's time to try it if you're a brand or company with an open mind and your target audience frequents the metaverse. Remember that conventional advertising won't work; you'll need to be inventive and use interaction as your primary KPI. The measuring and tracking we're used to with other marketing methods aren't available currently because this technology is new, but it won't be long before the analytics catch up. Remember to think broadly as you start to consider the best method to interact with the metaverse, whether it is creating an internal metaverse team or working with an agency to connect and assist you. In the metaverse, not even the sky is the limit.

Key Takeaways

Creativity plays a key role in succeeding in marketing within the metaverse and providing the new generation with authentic and engaging experiences. Since this is such a new concept, there are no set guidelines for how marketing should be done. In reality, we could summarize marketing in the metaverse as similar to guerrilla marketing, sometimes it works, sometimes it just gets ignored, but if brands never experiment and take the risk, that is a surefire way to disengage with the newer generation.
two people with video games
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