How Metaverse Reshape Digital Marketing
The massive metaverse platforms, including Roblox and Fortnite, provide brands with the choice of advertising their services and products in a particular method that can't be achieved in the physical world. The skateboarding brand Vans designed a virtual skatepark in Roblox, allowing users to earn points that they can reclaim at the virtual store for avatar customization.
Similarly, an Italian luxury fashion house - Gucci, launched a Gucci Garden on the same platform. They also released a new pair of digital sneakers known as the Gucci Virtual 25 by Alessandro Michele, which can be worn in apps like VRChat and Roblox.
Since advertising and marketing are new concepts in the metaverse, running a campaign is low. This leads to a good choice for brands that target Gen Z and millennial audiences in a new-flanged approach. When we shift the mode of advertising to online, the audience size will significantly increase. Currently, there are approx. 3.4Bn gamers online and with the NFT fame, the demand for digital collectibles keeps growing.
Currently, there are only 150 virtual influencers, but it is estimated that brands will spend $15Mn annually on influencer marketing by this year. In 2018, Yoox - an online luxury discount site released its virtual influencer named Daisy, featuring her in multi-brand campaigns - wearing clothes by Tommy Hilfiger and Calvin Klein. In southeast Asia, Puma also released a virtual influencer - Maya. Dior designed a Chinese actress, Angelababy's digital doppelganger, to attend its pre-fall show in Shanghai.