Apart from famous examples of successful metaverse campaigns by Coca-Cola and Nike that vividly demonstrated the power of metaverse and virtual reality, there are many other brands and companies that step into these worlds. The reason is clear, as it has been discussed in the article Metaverse Opens Doors for New Marketing Opportunities, there are a variety of benefits that metaverse marketing campaigns can bring to brands. So, let’s look at the examples of how brands use different elements of the metaverse in order to achieve their marketing results.
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Millennium Hotels opened a virtual location in Decentraland
Millennium Hotels and Resorts is one of the pioneers of using metaverse for promoting hospitality and tourism. The hotel was launched in Decentraland in May 2022 and created an innovative experience for their customers.
This initiative is not just a digital playground but a strategic move by Millennium Hotels to engage with a tech-savvy audience and showcase their brand in a distinctive manner. The virtual setting serves as a platform to connect with future-focused travelers, portraying the brand as innovative and willing to explore new avenues. Moreover, it attracts the attention of one of the biggest groups of customers, the Gen Z generation. Taking into account how quickly technologies develop including AR glasses and blockchain technologies, the presence of the hotel in the metaverse is a very strategic marketing move.
By creating their hotel in the metaverse, Millennium also gives customers an opportunity to have a virtual tour of real-world destinations which can increase the number of people who will choose this hotel as their travel destination in the real world.
Therefore, by establishing its presence in Decentraland, Millennium Hotel kills two birds (and maybe even more) with one stone. First, they position themselves as a business that is open to new ideas and technologies, thus increasing brand awareness due to the hype around metaverses. Second, they lure new customers by means of ‘giving a taste’ of what it’s like to stay in the Millennium Hotel.
Honda + Metaverse = Hondaverse
The Hondaverse serves as a launchpad for deeper brand engagement, particularly with tech-savvy younger demographics who thrive in interactive environments. The Pilot TrailSport: Treehouse Tycoon map, for instance, fostered collaboration and showcased Honda’s family-oriented values in a captivating way. It’s not just a game; it’s a subtle, engaging brand experience.
But the benefits extend far beyond marketing. The metaverse provides a unique platform for product exploration and innovation. The CR-V Maze wasn’t just a virtual playground; it subtly highlighted the vehicle’s rugged capabilities through diverse biomes. Similarly, the Prologue Electric Dash offered a futuristic glimpse into the world of electric vehicles, aligning perfectly with Honda’s commitment to sustainable mobility.
The Hondaverse also serves as a powerful tool for gathering valuable data and feedback. Player behavior within the virtual experiences provides insights into preferences, engagement patterns, and even potential future innovations. This real-time data feedback loop allows Honda to tailor its offerings and messaging to resonate more effectively with its target audience.
Furthermore, the metaverse fosters a sense of community and belonging. The Hondaverse booth at TwitchCon 2023 isn’t just a marketing exercise; it’s a gathering place for enthusiasts and gamers to connect, share their passion for the brand, and experience the Hondaverse firsthand. This fosters a loyal and engaged community that extends beyond the virtual realm.
Gucci Cruise Collection
The partnership of Gucci with Metaverse extends beyond jumping on the trend; it offers customers a factual and insightful look at the brand’s product and provides a unique opportunity to be a part of it.
Digital Transformation Takes Center Stage: The Gucci Cruise 2023 collection underwent significant changes and rethinking. It was presented in a virtual world using avatars and dressing them into rendered outfits. This event demonstrated the creative approach of the brand and attracted the attention of Gen Z, who are the main users of Metaverse.
From Passive Consumer to Active Participant: Beyond showcasing the collection, the collaboration empowers users to become active participants in their fashion journey. A curated selection of exclusive Gucci accessories and virtual items provides unprecedented personalization, allowing individuals to express their unique style through digital pieces. This blurs the lines between physical and virtual self-expression, offering a deeper connection between brand and consumer.
Therefore, by rethinking the way new collections are presented, utilizing new technologies, and involving potential customers, Gucci demonstrated that the metaverse can bring benefits not only for the gaming industry but for retail and brands in general.
Wrangler’s Metaverse Steps
The clothes brand Wrangler also decided to apply new technologies and step into a metaverse, specifically into the application of NFT.
With the implementation of NFTs Wrangler aimed to:
Be a fashion innovator: Embracing new tech and engaging savvy audiences.
Connect with customers: Creating exclusive experiences and fostering deeper connections.
Lead the metaverse charge: Establishing a strong presence in this evolving landscape.
Fuel excitement: Offering a virtual taste of their iconic style, potentially leading to real-world purchases.
Wrangler recognizes the metaverse’s potential for the future of retail and customer connections. By using NFTs, they’re providing customers with the opportunity of ownership and exclusivity, aligning with their heritage of individuality and self-expression.
This strategic move underscores Wrangler’s commitment to innovation and their willingness to discover new platforms as the place for brand representation.
NYX – Establishing brand presence
NYX Cosmetics, a prominent brand under L’Oréal, has entered the metaverse through a strategic collaboration with The Sandbox, marking its commitment to diversity and self-expression in the digital landscape. Launched in June 2022, the initiative features 8,430 unique non-fungible token (NFT) avatars with various skin tones, ethnicities, genders, and makeup styles. Beyond representation, users can customize their avatars’ makeup, offering a personalized and inclusive experience within the metaverse.
This move underscores NYX’s innovative approach and recognition of the metaverse as a significant platform for brand engagement.
Thus, we can see that brands from different industries, including cosmetics, automotive, and hospitality spheres, explore the potential of metaverses, blockchain, and NFTs. These actions led to impressive discoveries: metaverse provides brands with such benefits as brand awareness, customer engagement, product promotion, and many more.
