How to plan Brand Activation & Engagement in the Metaverse
A PSFK Guide is metaverse brand strategy report on the ways pioneering companies can reimagine their brand experience through the lens of six trend-led metaverse strategies.
The metaverse represents an emerging and exciting channel to connect younger, digitally-savvy consumers to brands, their products and values – but brands need to approach with a mix of creativity and common sense. Most participants, or consumers, today are primarily focused on playing and creating. Brands have a role as long as they are contributing to the overall experience in a meaningful way.
In this metaverse brand strategy report, PSFK analysts identify key strategies to deliver immersive, interactive and value-driven experiences across the metaverse landscape. Specifically within this ‘Brand Strategies for the Metaverse’ report we look at how marketing teams are leveraging platforms to elevate the brand-customer relationship through the lens of six strategies.
What You’ll Learn In This Report
You’ll learn how brand personalities like influencers and even mascots are coming to life in virtual worlds to engage visitors and see the ways companies are rewarding and engaging their audiences with activations that connect them to social experiences and playable versions of their IP and assets.
Why there’s more value in brands acting as connectors rather than active participants – and while the metaverse provides unique and imaginative spaces for brand building and storytelling – most consumers still gravitate towards brand experiences that have familiar parallels from the real world.
How brands can host metaverse spaces for workshops, entertainment and even wellness.
Why game-based challenges encourage consumers to explore brand worlds through rewards and perks.
The importance of a metaverse brand strategy for experiential activations that simultaneously take place in the real and virtual worlds.
How brand personalities like influencers and even mascots are coming to life in virtual worlds to engage visitors.
What’s In This Report?
In this metaverse brand strategy report, PSFK analysts explain how marketing teams can leverage platforms to elevate the brand-customer relationship through the lens of six strategies.
This metaverse brand strategy report provides:
6 strategies showcasing brand strategies emerging in the Metaverse
21 best-in-class examples of how brands and retailers are activating in the Metaverse
Proprietary statistics from PSFK Metaverse & Brands Study US, March 2022
Consumer insights into changing behaviors and expectations around Metaverse brand experience
Watch a Presentation of the Research + Expert Interviews
This video includes a presentation of key insights in this metaverse brand strategy report plus expert discussion with Liz Bacelar of Estée Lauder Companies and Alan Smithson of MetaVRse.
Original Insights & Statistics In This Report
Consumers appreciate how corporations are trying to get involved with virtual worlds. When PSFK asked US adult virtual world users if their perception would change if a brand they knew was operating in a virtual world, 39% said their perception of a brand would be improved while just 6% said it would worsen.
When they experience them in a virtual world, consumers don’t want brands and retailers to be trying anything radically new. In fact, PSFK researchers found that 58% of US adult virtual world users would most enjoy a brand experience that is similar or very similar to the ones they find in the real world.
Brands and retailers need to remember US adults just want to have fun when they log into virtual worlds. When asked by PSFK researchers what they like to do there, the top responses were play (57% of US adult virtual world users), visiting meta-versions of the real world (45%), hanging out with likeminds (38%) or remixing the world they discover (37%). Interaction with companies ranked lower on the list – with 33% interested in testing products and only 20% enjoying shopping.
When it comes to meeting other avatars or players in virtual worlds, PSFK researchers found that US adult virtual world users overwhelming preferred people they know (Friends 57%, Family 37%, Co-Workers 17%) but there is some interest in interacting with avatars that can teach or instruct (fitness & wellness coaches 22%, advisers & mentors 20%). Only 16% would prefer to interact with known social media influencers or corporate representatives.
As a way to capitalize on their efforts to tap into the recognition and fandom that exists around celebrity spokespeople, influencers, and brand mascots, companies are bringing these personalities to life inside of virtual worlds as avatars. Whether controlled by a real person IRL or through an intelligent AI-bot, these brand ambassadors are able to drive 1:1 engagement through conversation, education and entertainment. When partnering with external influencers who have built up real and virtual...
As marketers consider how best to engage consumers within virtual landscapes, static ad formats are being re-envisioned as multidimensional, interactive experiences. Brands are crafting gamified activations that not only connect with and storytell around core products and values but also reward consumers for their participation in the form of limited-edition tokens, virtual goods and real world prizes. Beyond their entertainment and educational aspects, these challenge-based campaigns create value for consumers that extends into branded environments...
In place of static, brand-led experiences, companies are developing dynamic metaverse environments that put visitors in control. Within these worlds, consumers can take on the role of architect, owner, manager and more utilizing brand products, assets and IP. These activations bring fandom to life in exciting ways, empowering audiences to bring their competitive and creative spirit into running their own store, sports franchise and more. For brands and retailers, these experiences present opportunities to gain...