How can Metaverse invent the marketing of the future? The example of Kinahan’s, a whiskey pioneer who is embarking on this new virtual universe

Blockchain, NFT, Metaverse, these three words no doubt seem familiar to you given the recent weeks’ news among Tech giants, but also well-known brands like Gucci, Louis Vuitton or even well-known artists. The Metaverse, this new world made of 3D, virtual or augmented reality, but also blockchain and NFT has become the new giants of the technology giants and the promise of a new business model for many traditional brands. In addition to the advertising effect, what is Metaverse made of, and why can it replace the Internet as we perceive it today, and reinvent brand marketing? Focus on the launch of Kinahan’s Whiskey, a groundbreaking whiskey house that is once again launching in Metaverse and reinventing the consumer experience.


The advent of Metaverse, this new world between real and virtual

It will not have escaped anyone, both Metaverse and the NFTs have been making headlines and announcements from web giants lately. And if the phenomenon is not new, it is still under a big boost, especially driven by the blockchain and NFT ecosystem.

The term Metaverse first appeared in 1992 in Neil Stephenson’s dystopian novel, “Snow Crash”. But the concepts of virtual reality and augmented reality come a little later, although our parents must have already been familiar with them through the Science Fiction books, which have communicated widely about the phenomenon.

And if people for a long time imagined Metaverset as the impenetrable, the year 2021 will mark a turning point.

While giants like Facebook, Twitter, TikTok, Microsoft or even major luxury brands launch, the term is no longer a mystery to anyone and we are starting to see the benefits of going to Metaverse. More and more brands are looking into this universe the means to bring their community together, make it more powerful and preserve it.

Source: Metaversen’s seven sectors. Image credit: Matthew Ball

The latest promise is that one Global Metaverse, which would include linked and shared virtual worlds. We could inhabit these virtual worlds with our friends for our personal pleasure or with our employees for our work and thus develop ourselves into another dimension in our consumption habits, but also of work.

Source: World Bank, Crypto.com

Metaverset is especially activated thanks to blockchain technologies, artificial intelligence, but also virtual reality, augmented and of course 3D. This new phenomenon is considered by some to be the future of the internet.

Today, more and more brands are getting into it. From the very famous Gucci and Louis Vuitton fashion shows, to the concert held at Fortnite, a whole new part of the world economy is trying to tackle this technological revolution just like the internet 30 years ago.

That blockchain technology (and cryptocurrencies) enables the metaverse to deliver interoperability, digital proof of ownership, digital asset collection (such as NFTs), crypto value transfer, governance, etc. and the whole challenge lies in avoiding the centralization of a decentralized phenomenon thanks to the underlying technology.

To give you a tangible example of the phenomenon, the Roblox game, which is very well known in the meta-verse, already manages to gather more than 42 million users every day.

Source: The metaverse market map. Image credit: Jon Radoff

As we can see from the visual above, many players are already making their mark in the Metaverse universe, and the “big ones” are starting to break through like Decentraland, Sandbox, Roblox, Fortnite … This week, Metaverse tokens as Mana (Decentraland), submitted three-digit 7-day winnings, while the capitalization of the cryptocurrency market has reached $ 3 trillion.

Recently, visionary Metaverse launched the ETF, an exchange traded fund. This particular ETF allows people to invest in a number of companies that are already making the metaverse a reality or are positioned to do so in the future. Bloomberg recently rated the size of the metaverse market to $ 800 billion.

NFTs and Metaverse reinvent brand marketing. The example of Kinahan’s Irish whiskey.

Kinahans whiskey

The advent of NFTs and Metaverse may still seem vague or even intimidating to you, yet they are a very good signal of innovation and a new way of promoting your brand. For example, it may help to enable consumers to buy bags in a virtual universe. But the example of gambling is without a doubt the most striking, as it manages to generate revenue today and retain players.

It is surfing on this wave, but also taking full advantage of technologies while preserving a DNA of heritage, authenticity and quality that Kinahan’s Whiskey, a famous whiskey house pioneer in its genre, is launching the third dimension.

The whiskey house was established in 1792 and is not on its first attempt in terms of original collaborations. This summer, Kinahan’s, in collaboration with Morysetta, a well-known artist in the NFT universe, launched a Formula 1 in the form of NFT and in 3D / AR. These NFTs contain exclusive title to Rarible.com during Lewis Hamilton’s thrilling victory at the British Grand Prix, and are the house’s first achievement in the crypto universe.

In queue, Kinahan’s announces the exclusive launch of its metaverse to have digital ambassadors tomorrow to promote the brand : a feat that still lifts them to the top of the pioneers. This new generation of digital brand ambassadors aims to enhance the consumer experience through cutting-edge technologies.

Kinahans Whiskey Metaverse

To work on this new shift, the whiskey brand has been able to rely on Generation7Group (G7G), which supports them in terms of the business model and development of NFTs.

Kinahan’s Metaverse projects will include 3D and augmented reality objects, ranging from digital whiskey barrels, other brands created in collaboration with artists.

The virtual ambassadors will be able to evolve in other worlds. The first ambassadors will appear on 15 November 2021 on several media platforms. They will be part of Kinahan’s marketing campaigns for existing and upcoming whiskey series as well as other digital products, including NFTs.

It’s a strategic shift made by Kinahan, and the ambitions do not stop there, as one can imagine the limitless possibilities allowed in Metaverset.

This new example shows us the extent of the phenomenon and also demonstrates the interest in combining authentic and old brands with new cutting-edge technologies to continue to reinvent itself and provide an increasingly exclusive service to consumers.

Source: Building the Metaverse, Jon Radoff

Brands are thus at a turning point in their history and need to revise their communication strategy. In the metaverse, the consumer is no longer a physical person, but becomes an avatar, and Cathy Hackl, an expert in the field, therefore proposes to develop a new communication model: D2A (Direct to Avatar). The interest also lies in connecting the virtual and the real world by offering, for example, accessories or clothes that the avatars wear and that can be ordered in physics, as was the case in the collaboration between Roblox and Gucci.

From product placement during an event, to creation of virtual shopping malls, or the possibility of using virtual reality trying on clothes directly at home, highlighting your brand becomes a child’s play with endless possibilities in the meta-verse.

An important criterion is to take into account in the virtual universe: the presence of avatars. The consumer looks like an avatar, an invented and imagined character that he will give a certain personality and appearance.

For a brand, therefore, it is important to understand the question and behavior of these virtual characters to direct its discourse and offer its products and services to the right people.

Like Kinahan’s whiskey, the future of marketing in the metaverse is full of promise, and even if questions arise, everything remains to be invented.

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