The future of swag is here! The metaverse is like having a website in the early ’90s or social media in the 2000s- those who capitalize at the vanguard of this new technology will find themselves reaping the rewards. Brand awareness in the metaverse needs to be a part of your marketing strategy now. Metaverse advertising is the future, and forward-thinking businesses and organizations have already started to bring their swag game to the digital world.
The metaverse allows companies to create their own world that represents their brand, which no video, ad, words, real-world swag, or image could do. Each world can be unique and create a fully immersive experience for customers.
Swagging in the metaverse creates an impactful experience for your brand by providing you with items that are near-limitless in customization, allowing for further exploration of brand identity that can evoke an emotional connection. Only about 16% of Americans have purchased digital assets before, but it is already almost a trillion-dollar industry. Getting ahead of the curve with custom e-goods is a low-risk, high-reward investment (considering how relatively inexpensive digital custom metaverse products are to create).
The Evolution of Branding and Swagging
Branding and swagging are forms of “physical marketing”. The marketing of one’s company or service with physical swag reminders. Metaverse promos can offer new items to buy without the material restrictions we naturally abide by in the physical world. In the world of digital goods, the only limit is your own creativity!
The evolution of marketing goes along with the changes to the internet. When web 1.0 started, the goal of marketing was to have a website with contact information for a business. Next Web 2.0 gathered search histories to make user ad experiences more personalized. Now, with Web 3.0 comes a more immersive experience that is ripe with the possibilities of virtual swag.
How Companies Are Using the Metaverse
Even though companies are starting to enter the metaverse, the gaming industry was the first to fully embrace it. Early adopters of the metaverse are realizing its potential and seeing the most return. The metaverse is an open slate. If you can think of it, you can make it.
One company that uses the e-commerce side of the metaverse is Gucci. Gucci released an exclusive pair of digital sneakers in March 2021 called the Gucci Virtual 25.
Taking it to the next level, Gucci then created the Gucci Garden in Roblox, which is a virtual experience simulating the Gucci Garden Archetypes in Florence, Italy. Roblox players can purchase digital pieces while mingling with others in the area.
Another example of how companies are using the metaverse includes our very own Liquid Screen Design team’s virtual office. Using a platform called Gather (think 80’s style video game plus zoom) we have built a virtual office that our staff works and meets in every day. Employees train, work, and collaborate together anywhere in the world which builds greater team comradery and company culture. Using this virtual space allows us to hire the best talent from around the world to be part of our team. Why would anyone want to limit the talent pool if you can have the same team structure and hire the best people regardless of their physical location?
Other immersive entertainment examples include concerts in Fortnite; a block party by Warner Bros. to promote "In the Heights" with interactive games, dancing and scavenger hunts; and Nike's digital NFT collection for new digital, one-of-a-kind products. Hosting an event in the metaverse is a great way for companies to receive brand recognition and sales without physical limitations.
In the physical world, humans are numb to the ads that are thrown at them in their waking hours. Some marketers have even gone so far as to try to disguise their ads as unpaid content to get people to pay attention to them. The virtual world, however, is fresh enough to elicit human fascination, which makes our ad experience there much more memorable. It is also much less crowded, making it easier to capitalize on your efforts and perfect your virtual marketing techniques before the rush comes in.
Tips for marketing in the metaverse
The metaverse is about creating an experience for customers. Whether marketing products or services, there are ways for marketers to embrace a future in the metaverse. Company goals should be very clear before making the shift to virtual advertising. Think, “how can I use the metaverse to reach my target audience”? Be sure to know the audience before entering a platform. Roblox, for example, typically caters to a younger audience.
If the main goal is to increase sales, then offer virtual items similar to those found in brick-and-mortar stores. Find a way to connect the two so people can have them both virtually and physically. Or, create an online store in the metaverse that allows for the purchasing of your items in the physical world. If someone sees your virtual ad and is interested in your product, you want to make sure there is a way for them to access your store immediately.
Here are some ways marketers can work in the metaverse to reach their audience:
Make collectibles available. People enjoy collecting items, and there is a new opportunity to create another collection in the metaverse. Digital collectibles can also be traded with other users. Nike, for example, is creating NFTs for digital products, which are unique and secured with blockchain technology to prove ownership.
Use native advertising. As people explore the metaverse, there will be opportunities for native advertising such as billboards on a virtual street or product placement. There are also sponsorship opportunities for events within the metaverse. Coca-Cola and Samsung have virtual billboards in video games such as Football Manager. Moreover, rapper and recording artist Nas hyped his new album through in-game audio ads during racing games and Fortnite.
Allow customers to try products. Using virtual and augmented reality, companies can see a 3D version product before buying it. Car companies, such as Porsche and Hyundai, have created virtual viewing rooms and events to get a virtual tour of the car. Companies can do the same with a variety of items, so customers do not have to leave their homes to try a new product, such as using augmented reality to see furniture in their home or trying on clothing.
Design interactive live events. Many events went virtual when the pandemic hit, but the metaverse can take them to a new level. These kinds of events are interactive with 3D options. Remote employees will also be physically present in the metaverse with others to feel less alienated. The metaverse can be more cost-effective and flexible, enabling collaboration and interaction with one another. This is done by visualizing and solving problems in 3D instead of facing 2D limitations of virtual meetings today.
Just like in the real world, you can’t leave your marketing or swag needs to any company, you need a swag partner that has experience working to create a synergy between your real-world goals and your metaverse swag. The Liquid Screen Design team has the experience to protect your brand and engage your customers or participants in the metaverse. See what we can do for you.
