The metaverse is gearing up to revolutionize the way users shop and interact with their favourite brands. Whether or not you’re currently familiar with the Metaverse concept, there’s been some buzz around the idea over the last year and a half, and much of it centres on non-fungible tokens (NFTs).
As the number of blockchain-based games and virtual reality (VR) experiences continues to grow, we’re seeing more brands use non-fungible tokens (NFTs) in unique ways to create immersive experiences in new and exciting ways.
NFTs allow brands to create digital products with unique identifiers, much like physical collectibles do, so they can track each individual product their users own or are involved with, making them ideal for this use case.
Look at these 7 brands entering the Metaverse that use NFTs in cool new ways.
In recognizing the potential of the Metaverse as an opportunity to connect with young people who love technology, Coca-Cola was one of the first beverage brands to take note.
The company, for instance, created its first major NFT campaign around the idea of “loot boxes” in 2021 to commemorate the Special Olympics.
Virtual goodie bags contained a range of one-off NFT assets, including a branded puffer jacket, a sound visualizer capturing the experience of sharing a Coke, and a friendship card inspired by the brand’s famous trading cards.
“The metaverse — which is borderless and ‘geo-less’ — creates opportunities to connect with others like never before,” said Josh Schwarber, global digital design senior director for Coca-Cola. “We didn’t want to do this just to make an NFT. We wanted to inject the core principles of Coca-Cola and celebrate both our heritage and ties to friendship, while also doing something that hasn’t been done before. It was important to stay true to the brand by bringing people together through unique, surprise-and-delight moments of connection that feel right for Coke. And because NFTs are inherently built to be permanent and not transitory, we intentionally developed dynamic, ‘living’ NFTs that can be enjoyed again and again over time — just like Coca-Cola.”
Nike became one of the first major brands to enter the “metaverse” when it unveiled a virtual world modelled like its headquarters on the video game platform Roblox. This was Nike’s first foray into the Metaverse; We have to agree Nikeland is impressive.
A port of calling for visitors, Nikeland is the first and only destination in the world that combines gaming, marketing, and sales seamlessly.
Nikeland is having significant success, with more than seven million people visiting the “micro metaverse.” from 224 different countries
The site has a running track, obstacle courses, parks, courts, and obstacle courses and is devoted to playing sports and getting into the right frame of mind. As well as buying digitized Nike gear from the game’s outfit collection, players can share their avatar’s outfit with their friends.
To promote Nikeland, Roblox used these sentences:
“Welcome to Nikeland, where sport has no rules. Tag on trampolines? Why not. Floor is lava with a dash of parkour? Let’s go. Give classic games a fresh twist — the future of sport is yours to create. Get your body moving. Shake your mobile device to activate super abilities like long jumps and lightning speed. Movement in real life powers what you can do in Nikeland.”
Brands from the fashion industry are entering the metaverse marketplace.
Recently, the luxury brand Louis Vuitton released a 30-piece set within its Louis: The Game app to celebrate its 200th birthday. The game will take you on a journey through a historic city and will focus on Vivienne, the anthropomorphism of Louis Vuitton’s monogram. This game will reflect on key moments in the history of Louis Vuitton.
The game is designed to be played with friends, who can all be seen on a global leaderboard, while digital artist Beeple has also created 10 non-fungible tokens which have been embedded into the game.
In Forever 21 Shop City, the brand has committed to the Metaverse, a virtual playground on Roblox where users can shop for virtual clothes and curate their own stores by setting up displays, creating kiosks, and choosing designs to feature. Forever 21 CEO Winnie Park says that the key to engaging younger consumers is to create a presence in spaces that they already inhabit and then give them tools to express themselves.
While Park says that the main goal of the company’s foray into the metaverse was to experiment and create a presence for the brand in spaces already inhabited by Gen-Z, it has also helped drive sales: In the Shop City Roblox experience,
As part of this, Forever 21’s digital items are closely linked to its real-world merchandise, so whenever the brand releases a new collection in its physical stores, it becomes instantly available on the Metaverse. In the Shop City Roblox experience, Forever 21 created a virtual black beanie hat that proved so popular the company will physically produce it and sell it in their stores. According to Park, the virtual beanie is one of the company’s best-selling items of all time and is on track to sell over 1.5 million units in the metaverse. Forever 21 Roblox's goal is to make your store(s) the most successful is the game’s goal.
What’s inspiring about the initiative Starbucks introduced is how closely it aligns with its values and sustainability objectives, ensuring that the blockchain technology they’re using is compliant. While Starbucks has been investigating blockchain technologies for a couple of years, it has only been involved in this particular project for around six months,
Starbucks officially introduced Starbucks Odyssey, launching later this year — the coffee chain’s first foray into building with web3 technology.
The concept of a third place, or the space in-between home and work where people can connect, is central to the identity of Starbucks, so their NFTs, which are essentially access passes, are designed to create a new, digital global community in which branded collections give customers exclusive access to special experiences. Instead of the temporary reward of a regular NFT auction, Starbucks is constructing something with more lasting value.
After shaking things up in Fortnite, the fast food giant has established a more permanent virtual presence in Meta’s Horizon Worlds.
Wendy’s has created Sunrise City, a new city focusing on breakfasts. This new city is just one part of Wendyverse’s rapidly expanding virtual world.
In 2018, it happily stormed into Fortnite, leaving a trail of damage and carnage in its wake, and much to the delight of players, destroying the freezers held in the game’s fictitious Durr Burgers franchise. Through the stunt, Wendy’s generated 1.5 million viewing minutes because of its game broadcasts and sparked social media.
Therefore, the announcement that Wendy’s has established its own virtual base feels like the logical next step for the brand’s adventures in the virtual world as interest in the Metaverse grows among businesses across a variety of industries.
Wendy has given the Sunrise City Metaverse Experience a medieval fantasy vibe, complete with bacon bridges, flying biscuits, and avatars paragliding on breakfast potatoes.
Wendy’s reports 650 million media impressions in its first couple of months, which may seem weird, but it seems to be working.
Wendy’s partnered with a number of platforms and even collaborated with other brands to get the message out.
“We leveraged high-visibility platforms including Discord, TikTok, Instagram, Twitter, and Facebook to get fans to pick up their headsets and dive into the whimsical world of Wendy’s,” says Jimmy. “We also tapped into the strength of our partnerships with NCAA, Turner, ESPN, Fox, and others to maximize and extend our reach, and teamed up with our friends at Coca-Cola to gift 244 Oculus Quest 2 headsets to Women’s and Men’s Final Four players in both Minneapolis and New Orleans. It truly was a full team effort. “
Gucci Town is a metaverse piazza in the landscape of Roblox that Gucci released.
A digital destination on Roblox dedicated to those seeking the unexpected.
It is a place where players can learn more about the history of Gucci, as well as express themselves and connect with like-minded individuals.
As stated by Gucci, Gucci Town is a digital destination on Roblox dedicated to those seeking the unexpected that offers mini-games, art exhibitions, and opportunities to buy items that will customize Roblox avatars.
Some of Gucci's offerings in Gucci Town are:
🕹️ Compete in games to earn GG Gems
🖼️ Discover and create one-of-a-kind art pieces
👜 Learn about the House’s heritage and artisanship
📸 Strike a pose and show off your personal Gucci style with the world
🏬 Explore a boutique of limited-edition virtual items from Gucci
☕ Or, simply take a break and connect with others
Metaverse is a blockchain-based virtual reality platform where users can create their own spaces and objects.
The idea of tokens with different values for different objects in virtual spaces has been around for decades, but until now, it wasn’t easy to implement. Another reason to try out the metaverse yourself: Gen-Z highly values authenticity. If young people feel that the only purpose of your metaverse experience is to sell them things, you could risk damaging your brand. Brands should use the metaverse primarily as a way of building brand loyalty, which in turn can lead to sales.
This revolutionary concept has captured the imagination of businesses worldwide, who want to be part of what could become a new way to market products.
That’s why Metaverse is so groundbreaking. These 7 brands have entered this exciting new frontier of digital marketing. So, if you want a way to create your web3 experience, Feel free to reach out to our team.
Our unique offerings let you enter the Metaverse and offer VR/ AR experiences, NFT Minting, Metaverse and Phygital Experiences, and so much more.
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