When you sit comfortably in your living room, grab the Oculus Rift VR virtual reality headset and place it over your eyes. And this is how you will find in an instant that you are holding a press conference in virtual reality for journalists from all over the world.
Welcome to the meta-verse, one of the many opportunities for brands that are increasingly attracted to exploring this exciting world that lies on the borderline between the real and the virtual.
It is a phrase that was the science fiction domain a few decades ago, but which has recently moved into the center of public discourse as the next phase of technology and the Internet.
Like brands in the mid-90s that could not ignore dotcom craze, today’s brands strive to understand the metaverse and how it can help them increase their online reputation.
For Edouard Fillias, CEO and founder of the digital communications agency JIN [INSERT LINK]the possibility is unparalleled: ” Think of the meta-verse as a place rich with a wealth of new social platforms, including hundreds of new apps like TikTok “.
For Édouard Fillias, brands have to take up a double challenge: to understand this new world, but also to know how to navigate it and behave once inside.
Metaversen: what is it and why can brands not ignore it?
Some are now criticizing the hyper-hype in the meta-verse, also referred to as the basic concept of Web3, which, given the recent crash in the cryptocurrency market, may have already reached its speculative bubble. But for others, the meta-verse is a gift from God.
This is the opinion of the CEO of JIN, an influential and digital communications agency based in Paris. According to him, Web3 is the next iteration of the Internet.
Édouard Fillias is a declared liberal, Vice President of the Génération Libre think tank. For him, Web3 is strongly associated with individual freedom and individuals’ growing desire to regain control of their data and identity online.
” We have seen these large technology companies both take a lot of personal data and create amazing services, but also raise issues of individual freedom, privacy and our own independence. “, Explains Edouard Fillias.
Web3 is a turning point in relation to these issues. If you post a video or post on YouTube or Instagram, it may appear on your profile, but it also belongs to the platform, which can delete it at any time. New “blockchain” technologies, on the other hand, create a secure system that eliminates the role of intermediaries, often large technology companies, in performing transactions. Everything you create online in this world is therefore your property. Portability, the ability to transfer data from one platform to another, also reduces the network effects that have enabled technology companies to collect so much data and become so powerful.
The meta-verse sits at the center of it all. It is a digital extension of the real world, where we can virtually interact, communicate and collaborate with each other, as well as store our digital assets.
Édouard Fillias draws a parallel to some of the multiplayer online games like World of Warcraft and Dungeons and Dragons. This gives an idea of their ability to advance the community in immersive digital environments. In addition, new incentive dynamics, such as NFTs or Play To Earn games, can reward customers for their interaction.
How can digital agencies support companies in their metaverse strategy?
For Fabien Fichet, account manager and metaverse product manager for the JIN agency, the strategy takes place in 3 steps.
First there is the learning expedition. Basically, it’s about training the team to ensure that they have a full understanding of the world they are entering. This includes, among other things, navigating the world of cryptocurrencies, NFTs and augmented reality (XR). ). Overlapping universes for which a map has been created to help users navigate.
” We take the leadership team one day in the meta-verse », Explains Fabien Fichet. ” We give them VR headsets, make avatars for them and let them try this world for real “.
The next step is to build the company’s headquarters in Metaverse. It’s a matter of understanding how a business, a brand wants to establish itself physically in this virtual world.
” The questions we are investigating are “Do you need to create NFTs?” and “Need to create a virtual office space?” “, Analyzes M Fichet.
Finally, there is one last step and not least. The JIN agency calls it “extended activation”. It’s about helping brands stand out in this world.