Waiting for the Metaverse? The Revolution Is Already

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For those who celebrate Super Bowl commercials beyond the game itself, the latest will be known forever as the Metaverse Bowl.

Facebook and Miller run ads that show up and praise the Metaverse, while Matthew McConaughey starred in a Salesforce ad digging into the Metaverse. The word itself is everywhere, and Facebook is covering itself with its new name, Meta.

Superbowl 2022 and the Metaverse

But while these “meta” marketing messages operate with varying degrees of success, there seems to be a visible form of metaverse blind spot in marketing today: the core technologies of the metaverse experience. that promise is already. Augmented Reality (AR), Virtual Reality (VR) and other cross-reality experiences are widely loved by viewers and used by savvy marketers looking to create highly compelling killings- the more the merrier in advertising. traditional wait times and ripe for viral sharing.

Across the digital ecosystem, new tools and enthusiasts are sparking a revolution, and creators aren’t waiting for a “metaverse” to be delivered. Consumers use – and even create their own – AR and VR experiences, and share their journeys on the biggest social platforms like Facebook, TikTok and Snap, every day.

With Snap alone, more than 250,000 creators have created millions of augmented reality experiences that reach more than 200 million Snapchat users every day. Facebook Community Spark AR hosts millions of creations and invites users to themed contests that attract thousands of participants creating their own cross-reality effects. TikTok’s launch of their environmental effects is even more exclusive, but their AR Lens Gallery features content made by brands as diverse as Pepsi, Listerine, Huawei Technologies, and Call of Duty.

As brands weaken, users flock to the new medium to express their brand similarity, creating their own content when needed. You can see unauthorized and fan -made AR creations that allow you became Emperor Palpatine from Star Warsor find out who the Harry Potter wizard is or what Disney character you are. (The latter was an instant event, which attracted many celebrities to share their results on social media, including Disney star Josh Gad, Olaf’s voice in Frozen, and Zelda Williams, who was ironically paired of Genie from Aladdin, revealed by his father, Robin Williams ..)

Meanwhile, the tools allow regular users to create and explore 3D content, whose secret weapon is the modern smartphone, which is now a gateway for 3D interior creation – the cornerstone in any metaverse. Now anyone can scan a real-world scene or object in 3D, leading to their own new medium of user-generated content. For example, sharing your room in 3D became a trend in TikTokand people use the Sketchfab 3D site to share with people and places captured in 3D.

As you can see, there are some exciting apps today that can creatively expand your marketing and brand without having to wait for a corporate -controlled “metaverse” to take place. To get started with AR/VR today, here’s what you need to do:

  • Identify which major extensions of your product/property/solution will work well in this environment. Obviously, entertainment companies have a wide openness to bring their assets to life through AR / VR / XR, but brands in different industries can bring their brand promise or product features to life. to expand their message to this audience.
  • Collaborate with influencers, communities, creators or agencies that know this space to bring the idea to life. It’s hard to be alone, especially in a new environment. And while companies have a lot of marketing skills, that doesn’t always translate to AR / VR / XR. By partnering with the experts, you can create a better enthusiastic experience faster and with less of a wrong start.
  • Consider giving the XR creative community 3D resources to use to share your story the way you want it to be told. This is a strategy often used by video game companies. As shown above, consumers use and mix your content without your permission or assistance. By giving them the right kind of content to play with, you have control, gain goodwill by working directly with the creators, and ensure that your assets are used in a sea of ​​other options.
  • Integrate it into your marketing. It’s not enough to just join the AR/VR/XR space, you need to expand it through your advertising initiatives. That’s what NBCUniversal did for its AR store, and Purina did it for the AR Campaign -themed chat. The community will respect and thank you for paying attention to their efforts and passions, and you will get the seal of coolness by showing that you are part of the next generation of entertainment. They also outperform regular ads. 360-VR ads outperform standard ad units 15-20x by a significant margin.

There is no doubt that the “metaverse” will continue to dominate conversations – marketing and culture – in the years to come. But there is no need to sit on the sidelines as the new paradigm of 3D or “spatial” communication emerges; it is already there and consumers are engaged and creative. Activate AR / VR / XR today to entertain your audience and keep your brand in mind with the influencers driving the next creativity revolution.

Jason Steinberg is the Managing Partner of Pretty Big Monster.

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