How brands can use Web3 and the Metaverse to their advantage.
The advancement of technology has always had a significant impact on the public relations industry. It has opened up new ways for us to communicate faster and connect with our audiences. In recent years, relatively new concepts such as Web3 and the Metaverse have been described as being the future of the internet. In an article written by Mark Minevich, he states that Web3 is the third stage of the internet while the Metaverse refers to the future version of the internet where people can interact with each other through virtual worlds. Many brands have started to explore the possibilities of both Web3 and the Metaverse and how they can be used in public relations.
Nike
The popular sportswear company is one of the many organizations who are leaning into new technology trends. In Nov. 2022, Nike announced the launch of their Web3 platform called .SWOOSH. The platform gives their audience a place where they can collect digital versions of Nike products that can be worn in the Metaverse. Nike's plan is to expand the platform into a community where users can sell and trade these virtual assets with one another. Users will also get the chance to create and sell their own digital products while earning royalties from Nike for their work. This technology gives users the opportunity to share their ideas and feel like they're a part of a larger community. SWOOSH will make it possible for Nike to build a deeper connection with its audience in an innovative way that hasn't been done before.
Sentosa
In 2020 the tourism industry took a huge hit due to COVID-19, causing many organizations to get creative with their communications approach in order to stay relevant. During this time Sentosa, a popular tourist destination in Singapore, partnered up with Animal Crossing to create a digital experience of the island. Their goal was to promote Sentosa as a safe travel destination by creating interactive experiences for players while everyone was stuck at home. Lynette Ang, Chief Marketing Officer of Sentosa stated the "island getaway" would give people a mental health break and inspire them to visit in the future. After receiving a positive response to this campaign, the organization decided to launch their new Metaverse experience "SentosaLand" on Roblox as a way to rebrand itself. In this virtual world users can explore the island and play games to earn real life rewards. One of their strategies implemented earlier this year gave members the opportunity to win a staycation at a resort on the Island. The organization's approach demonstrates how companies can use brand new technology to virtually reach their audience and convert these efforts into real world results.
Gucci
In 2021, Gucci launched their digital experience in the Metaverse making them the first luxury fashion brand to do so. Since then, they have been using new technology to create brand awareness and engage with their customers through interactive experiences. One of their first Metaverse campaigns was launching Gucci Garden in Roblox to celebrate the brands 100th anniversary. The event gave users two weeks to explore the virtual version of their exhibition in Florence, Italy. Each room featured a different theme based on Creative Director Alessandro Michele's work at the fashion house. Users were also able to purchase exclusive virtual products to wear in the Metaverse. In a press release, Roblox stated that the collaboration helped make art and fashion accessible to a larger audience which promotes Gucci's mission of creative expression. The company recently launched "Gucci Vault Land" in the Sandbox Metaverse where users can play games while they learn more about the luxury brand's history.
More and more organizations will continue to expand their public relation efforts into the Metaverse. A study done by D S Simon Media found that only 11% of the companies they had surveyed ran a metaverse campaign in 2022. That number is expected to grow up to 45% this year with one of the most popular strategies being B2B events. As Web3 and the Metaverse continue to evolve, PR professionals will have the ability to create more interactive and engaging experiences for consumers. As PR professionals it is important for us to embrace innovative technology so that we can help our clients take new approaches and develop deeper relationships with their audiences.
Trend Podcast: https://open.spotify.com/show/1hPAaO8iPIHsSsXYTnv4aM
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About the Author
Priscilla Vazquez is a new public relations professional from Dallas, Texas. Priscilla is currently a senior at the University of North Texas studying journalism with a focus on public relations and a minor in sociology. She is expected to graduate with her bachelor's degree in May 2023.
Sources
Bach, N. (2023, February 28). 2023 is the year PR will really dive into the metaverse: Research. PR Week. Retrieved March 7, 2023, from https://www.prweek.com/article/1814844/2023-year-pr-will-really-dive-metaverse-research
Joshua, R. (2022, December 1). Council Post: Is your PR and marketing ready for the metaverse? Forbes. Retrieved March 20, 2023, from https://www.forbes.com/sites/forbesbusinesscouncil/2022/11/29/is-your-pr-and-marketing-ready-for-the-metaverse/?sh=20d7146414f4
Marr, B. (2022, December 1). Gucci enters the metaverse. Forbes. Retrieved March 7, 2023, from https://www.forbes.com/sites/bernardmarr/2022/11/30/gucci-enters-the-metaverse/?sh=779e95d51d66
Minevich, M. (2022, October 12). The metaverse and WEB3 creating value in the future Digital Economy. Forbes. Retrieved February 28, 2023, from https://www.forbes.com/sites/markminevich/2022/06/17/the-metaverse-and-web3-creating-value-in-the-future-digital-economy/?sh=48820b777785
Singapore, B. B. H. (2020, May 8). Sentosa crossing by BBH Singapore. The Drum. Retrieved March 7, 2023, from https://www.thedrum.com/creative-works/project/bbh-singapore-sentosa-crossing
The Gucci Garden Experience Lands on Roblox. Roblox Blog. (2022, August 27). Retrieved March 21, 2023, from https://blog.roblox.com/2021/05/gucci-garden-experience/
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