How eCommerce Brands Are Using the Metaverse to Drive Impact
Metaverse merges the two realms – virtual and physical. Very soon, we will see more opportunities unfolding in this area.
Metaverse has successfully tapped into e-commerce by offering easy access to users through augmented reality. Already there are online games that empower users to buy and sell virtual stuff online and so the concept of buying and owning virtual assets is not new. Further, digital contracts on the blockchain will have full ownership of selling products on the metaverse.
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Metaverse was invented and it was quickly adopted by various e-commerce brands to drive growth and impact. Let us look at a few examples here.
1. Nike
In November 2021, the famous sports brand NIKE launched NIKE LAND, an interactive world and a virtual platform for visitors to play mini-games and indulge in a lifestyle centered on play and sports. The virtual land is hosted by Roblox, a metaverse platform popular for hosting immersive experiences for users.
NIKE’s expansion into a digital and immersive space allowed the brand to get more people engaged with its products and services.
2. Wendy’s
Food chain Wendy’s has always kept updated with the latest trends in the market and this time, it is metaverse for the brand. With the help of a freezer-beating character from Fortnite, a cross-platform game that is a global sensation for hosting concerts and featuring popular artists such as Ariana Grande.
Wendy’s successfully launched a new Food Fight game mode in Fortnite, and the food giant took the opportunity to develop a character who is on a mission to destroy frozen beef. This way the brand could convey its message and commitment to “fresh, never frozen beef” on its menu. The campaign was a hit for the brand.
3. Hyundai
With the help of the metaverse platform Roblox, Hyundai launched a mesmerizing digital campaign known as Mobility Adventure. The game features Hyundai Motor’s products and future mobility solutions. The brand offers a collectively shared virtual space where users meet and experience all the offerings from Hyundai and customize their avatars.
It was the first virtual experience content developed by the automobile giant and it aimed at the young generation who are both technologically savvy and good at exploring the virtual worlds. The campaign nurtured long-lasting relationships with the customers.
4. Coca-Cola
To celebrate International Friendships Day, Coca-Cola partnered with Tafi to design virtual wearables for the brands first-ever non-fungible token (NFT) collectibles in the metaverse. The consumer brand auctioned its NFT loot box on Opensea, which contained digital apparel to be worn by avatars in the world of Decentraland.
The Coca-Cola virtual box contained a futuristic Coca-Cola bubble jacket, a Sound visualizer, and a friendship card.
5. Gucci
Gucci has also entered the Metaverse race to partner with Roblox to sell several Gucci items on the Roblox platform. In 2021, the brand created a virtual fashion house for two weeks, which was exclusively accessible on Roblox. The virtual experience marked the 100th birthday of Gucci, and it was 2-week virtual experience offered in Florence.
For these two weeks, the experience was available on Roblox, and people could experience the aesthetics, vision, and inclusive philosophy of the brand. Gucci also dropped items such as virtual bags on Roblox Platforms.
6. Louis Vuitton
To honor its 20th year in the industry, Louis Vuitton celebrated by launching an adventure-based game known as Louis the Game. The players in the metaverse could lead the main character Vivienne through six different worlds where the aim is to collect 200 candles in honor of the brand’s birthday. The players were also allowed to customize the avatar with the clothes and accessories of Louis Vuitton.
The most exciting part of the game was collecting the 30 hidden NFTs created by artist Beeple and waiting for the few lucky ones playing the game.
7. Balenciaga
The famous apparel brand made its first foray into the metaverse in partnership with Epic Games. The aim was to create Fortnite skins inspired by the fashion brand’s real clothing. Besides the four skins, they also created accessories such as bags, weapons, and more.
The players could shop for these items in the Balenciaga-themed hub within the gaming world, where real-world clothing and accessories were also available for sale. The launch became a hit in the market, and made the headlines with billboards promoting the Balenciaga-themed hub showing in Times Square, Tokyo, and Seoul.
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Final Word
Metaverse has already disrupted our small, physical worlds, and truly, there is more to come. Metaverse will completely change how we interact with brands. As Metaverse reaches all industries, every company can benefit from investing in metaverse to become a global consumer brand. Metaverse brings prolonged engagement with brands as long as the experiences remain unique, social, and creative.
