How Brands are using Metaverse to connect to youth and general public
Metaverse is an introduction to the upcoming technological world. Where we can connect to people living far like sitting next to each other virtually in the same environment.
To understand the economic potential of connecting in the metaverse, we need only look at how the mobile internet has changed the playing field. Users can connect to their friends and loving relatives. And with businesses they can connect, message, and interact two-way with their customers.
The early adopters of the metaverse, in which there are brands like Nike are there. They have earned great value in the market and have created a buzz among youth at the same time. Like creating a digital store, to actually connect two-way with the customers. The mobile internet expanded a business beyond its physical shop and now it is available in everyone’s pocket.
As per a statement by Asher Rapkin, Director, Global Business Marketing “The metaverse is the next chapter of the internet,” – Emerging Platforms, at Meta. “It’s another layer of experience that doesn’t conform to the laws of the physical world. Instead, it creates new possibilities for experience and connection. Over time, it will redefine how brands and people connect.”
To understand the current scenario better we can take the example of The Macallan, the Scottish whisky maker. They combined physical and virtual worlds to connect with a younger generation of consumers.
In this specific campaign, an on-site event titled “Tales of The Macallan” lived at the heart of the campaign, sharing The Macallan’s storied history. Only a limited number of people were able to attend the physical event in Taipei.
The major takeaway of the campaign is That Macallan’s experience illustrates one of the defining characteristics of the metaverse which is Co-Presence. As we immerse ourselves in our experiences of choice, we have the opportunity to feel like we are together even when we can’t be. Technology enables us to overcome physical barriers to connect virtually in a way that really feels like being there personally.
“As a pioneer in the whisky industry, we relentlessly pursue innovative ways of storytelling to craft incomparable brand experiences both online and offline. We’re delighted to leverage Meta’s newest solution to make the experience memorable and enhance The Macallan brand preference as well.” as per Rita Liu, Marketing Director, Edrington Taiwan.
“Hyundai’s N range is founded on the feeling of fun,” stated Alex Pinsuti, Head of Retail, Brand and Product Marketing, Hyundai Motor Company Australia. “Whether you’re attacking a tight and twisting hill climb or simply on your daily commute, the fun-to-drive spirit of N is like no other. This AR campaign was the perfect opportunity to demonstrate the playful, performance-driven side of the Hyundai brand by bringing to life the visceral experience of driving an N digitally in an accessible and engaging way.”
