On the border between the real and the virtual, the place to connect with the younger audience.
Although the term ‘metaverse’ was first used in 1991 by Neal Stephenson in his novel Snow Crash, it wasn’t until recently that the concept really began to take shape.
But why now? In a context of pandemic, where the physical world has been synonymous with restrictions and obstacles to socializing, virtual worlds have been an escape for an entire generation. Gaming platforms like Roblox or Fortnite have allowed millions of young people to continue connecting and sharing moments with their friends.
Virtual concerts, NFTs, immersive experiences… A new universe that takes different forms and where brands are already entering. Each one with its own personality and attributes, marking its own strategy to reach this new generation of users in a unique, creative and social way.
Nike is betting on immersive experiences such as the one that turns its point of sale into a national park, while Louis Vuitton proposes a virtual world through which to explore the history of the brand and buy new collections in the form of NFT.
The Internet has long ceased to be a showcase of the physical world. If brands want to be relevant in the metaverse, they must leave behind the idea of decorating the stage with ads that imitate real life and be aware of the potential for their users to interact with the brand in an active way, co-creating products and incorporating them into their virtual adventures.
Although the metaverse is still in its infancy, a developing medium, no one doubts its potential. Specifically for brands, the metaverse is the opportunity to empower users and make them live experiences that transcend reality, experiences that would be impossible to offer in the physical world.