4 Tips for Brands Activating in the Metaverse
1. Build a metaverse experience that hasn’t been done before
The metaverse is already changing the way we interact with brands. Due to its immersive nature, the metaverse has enabled prolonged engagement between brands and consumers as long as these experiences are unique, creative and social. Currently, young, tech-savvy gamer-enthusiasts make up the majority of the metaverse user base. To this audience, online environments exist as an extension of their real-life, so building a user-experience that provides value and aligns directly with the passion points of these forward-thinking users will see the highest engagement. Leverage creative technology to provide fun, awe-inspiring experiences that connect users to new communities – and your brand – in a way that promotes and encourages social sharing.
2. Add interactive elements to the experience
As with any brand event or activation, coming up with ways to grab consumers attention and keep them engaged should be one of your top KPIs. Including interactive digital engagements that drive participation has proved to be a fantastic way to keep audiences excited. Adding interactive elements such as scavenger hunts, instant win games, photo opportunities, voting contests, etc. will result in longer dwell time and increase the total impact of your activation. A great example of this is Sour Patch Kids and Trident. The brands teamed up to bring candy-lovers together in Decentraland for a disco dance party that included an interactive spin-the-wheel that let users change the colors of the “life size” Sour Patch Kids. Adding this layer of interactivity provides a one-to-one experience for each user.
3. Give away exclusive NFT wearables and badges
Digital wearables for users’ personal avatars are a great way to incentivize participation and engagement. Similar to how real-life freebie giveaways can bring attention to a brand experience, giving away NFT wearables in the metaverse such as t-shirts, hats, and other digital swag will turn attendees into brand advocates instantly.
Additionally, similar to when people once saved concert ticket stubs or festival wristbands as proof they attended an event, proof of attendance NFTs (such as POAPs) are digital collectibles/badges/mementos from brands or event organizers wishing to memorialize their events on the blockchain.
4. Parallel metaverse experience with IRL experience
For brands who might be hesitant to enter this space, adding a metaverse experience as an extension of a real-life event or promotion is a great place to start. Extend your brand’s reach instantly and engage those who either couldn’t make it in person and/or those who might prefer to stay at home, but don’t want to experience FOMO.