Last year Mark Zuckerberg announced the rebranding of Facebook to Meta and introduced us to the world of the Metaverse, in an avatar heavy launch, that had more than a passing resemblance to a Black Mirror episode. Ever since, we have been asking ourselves what the Metaverse means for us. Rightfully so, a tech giant the size of Facebook, I mean Meta, has the power, finances and scale to radically alter the global landscape when it wants to. And the early signs suggest the Metaverse is not a passing whim for Zuckerberg. Therefore, we need to ask ourselves, what does the Metaverse mean for us and our brands?
Firstly, the Metaverse is built on the principles of play, community, and value creation. Therefore, it gives you greater opportunity to get creative with your positioning. You can embed awareness of your products and services in new ways and to potential new audiences. Essentially if harnessed correctly, it can be a tool for brands to experiment and stand out.
If we take a live example of brand building in the Metaverse, H&M has seen success by launching a clothes recycling island on Animal Crossing. Although not driving IRL sales, it is aligning with the retailers’ newly formed green-credentials. Though these online experiences may seem fleeting, the seeds of awareness and key brand messages are being planted.
As stated, the Metaverse may just be too big to fail, and so brands should embrace its potential to avoid rivals stealing a competitive advantage in a potentially crucial new frontier.
Amongst many other services, The Uncommon View offers innovative campaign testing. If you need help tapping into the subconscious expectations of your consumers, to help keep your brand relevant, get in touch at email@example.com