Are you waiting for Metaverse? The revolution is already here

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For those who celebrate the Super Bowl commercials more than the game itself, the latest may forever be known as the Metaverse Bowl.

Both Facebook and Miller ran ads with and praised Metaverse, while Matthew McConaughey starred in a Salesforce ad that dug into Metaverse. The word itself is everywhere, and Facebook has draped itself into it with its new name, Meta.

Superbowl 2022 and Metaverse

But while these “meta” marketing messages are rolling out with varying degrees of success, there seems to be a noticeable metaverse blind spot in today’s marketing: the core experience technologies of the metaverse promise are already they. Augmented Reality (AR), Virtual Reality (VR) and other experiences across reality are widely loved by audiences and exploited by savvy marketers who want to create highly engaging executions – those that dramatically surpass advertising. traditional wait times and are ripe for viral sharing.

Across the digital ecosystem, new tools and enthusiasts are fueling a revolution, and creators are not waiting for a single “metavers” to be delivered. Consumers use – and even create their own – AR and VR experiences and share their travels on the biggest social platforms like Facebook, TikTok and Snap every day.

On Snap alone, more than 250,000 creators have created millions of augmented reality experiences that reach more than 200 million Snapchat users every day. Facebook Community Spark AR hosts millions of creations and invites users to themed contests that attract thousands of entrants and create their own effects across reality. TikTok’s rollout of their power creation environment is a bit more exclusive, but their AR Lens Gallery features content created by brands as diverse as Pepsi, Listerine, Huawei Technologies and Call of Duty.

As brands falter, users have flocked to the new medium to express their brand affiliation and even create content when needed. You may see unauthorized and fan-made AR creations that allow you become Emperor Palpatine from Star Warsor find out which Harry Potter wizard you are or what Disney character you are. (The latter was an instantaneous phenomenon that attracted plenty of celebrities to share their results on social media, including Disney star Josh Gad, Olaf’s voice in Frozen, and Zelda Williams, who ironically matched Aladdin’s Genie, stated by his father, Robin Williams …)

Meanwhile, tools allow ordinary users to create and explore 3D content, where the secret weapon is the modern smartphone, which is now a gateway to creating 3D content – the cornerstone of any metaverse. Now anyone can scan a real-world scene or object in 3D, which has led to their own new medium of user-generated content. For example, sharing your room in 3D became a trend on TikTokand people use the Sketchfab 3D site to share people and places captured in 3D.

As you can see, there are some exciting apps out there today that can creatively expand your marketing and your brand without having to wait for a single company-controlled “metaverse” to become a reality. To get started today with AR / VR, do here:

  • Identify which major extension of your product / property / solution would work well in this environment. It is clear that entertainment companies have great openness to bring their properties to life via AR / VR / XR, but brands across different industries can bring their brand promise or product features to life to expand their messages to this target audience.
  • Partner with influencers, communities, creators or agencies who know this space to bring the idea to life. It is hard to walk alone, especially in a new environment. And although companies have a wealth of marketing expertise, it does not always translate into AR / VR / XR. By collaborating with experts, you create a better enthusiast experience faster and with fewer false starts.
  • Consider giving the creative XR community 3D resources to work with to share your story the way you want it told. This is a strategy that video game companies often use. As shown above, consumers use and remix your content without your consent or assistance. By giving them the right kind of content to play with, you have some control, earn goodwill by working directly with creators, and ensure that your assets are used in a sea of ​​other options.
  • Integrate it into your marketing. It is not enough just to participate in the AR / VR / XR area, you need to expand it through your advertising initiatives. That’s what NBCUniversal did for its AR store, and Purina did it for its AR campaign-themed chat. The community will respect and appreciate that you draw attention to their efforts and passions, and you will get a touch of cool by demonstrating that you are part of the next generation of entertainment. They also performed better than regular ads. 360-VR ads performed 15-20 times better than standard ad units by a significant margin.

There is no doubt that the “meta-verse” will continue to dominate conversations – both in marketing and culture – in the years to come. But there is no need to sit on the sidelines as the new paradigm of 3D or “spatial” communication emerges; it is already there and consumers are engaged and creative. Get active in AR / VR / XR today to entertain your audience and keep your brand at the top of your mind with the influencers driving the next creativity revolution.

Jason Steinberg is the Managing Partner for Pretty Big Monster.

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