{"id":3103,"date":"2022-07-05T01:46:57","date_gmt":"2022-07-05T05:46:57","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/07\/05\/3-mistakes-consumer-brands-are-making-in-the-metaverse\/"},"modified":"2022-07-05T01:46:57","modified_gmt":"2022-07-05T05:46:57","slug":"3-mistakes-consumer-brands-are-making-in-the-metaverse","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/3-mistakes-consumer-brands-are-making-in-the-metaverse\/3103\/","title":{"rendered":"3 Mistakes Consumer Brands Are Making in the Metaverse"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Roberto Max Salas, Co-founder and President, <\/em><a href=\"http:\/\/younghero.us\/\"><em>Young Hero<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s rare that a client asks you to do something you\u2019ve never done before \u2013 let alone something no agency has ever done. And yet, many agencies are experiencing just that as they work with brands and partners to create metaverse experiences from scratch.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s no playbook for metaverse campaigns. No blueprint for the process. And no real experts. It\u2019s more of an experiment \u2013 you do your research, come up with a hypothesis and hopefully walk away with some new conclusions.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Navigating this kind of new terrain can be challenging. Making the wrong assumptions, targeting the wrong audience and falling short on execution is a natural part of the learning process that comes with branching out into a new area like the metaverse.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are the three most common mistakes consumers brands are making in the metaverse right now and how to fix them.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">1. Not Taking the Time to Get to Know the Metaverse&rsquo;s Distinct Digital Culture.<\/h2>\n<p class=\"wp-block-paragraph\">Before starting design work, interview creators who have experience in spaces like Decentraland to help understand the culture and the trends. Unless you are part of a community like this for at least six months, you really can\u2019t hope to understand it on your own.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By talking with metaverse \u201ccelebrities\u201d and pioneers, you will learn that people in this community have expectations and personalities for their avatars. For example, when we co-led the Absolut.Land campaign at Coachella, we discovered a lot of people like their avatars to hang on rails, so we designed the top of the building to be surrounded by rails.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Small details like this are essential to creating an authentic \u2013 and successful \u2013 campaign. You can\u2019t just make something up out of thin air and expect strong engagement; you need to directly and purposefully connect with the audience who\u2019ll be first in line to experience what you\u2019re offering.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">2. Overlooking the Gaming Community.<\/h2>\n<p class=\"wp-block-paragraph\">Creating an event in the metaverse isn\u2019t just about designing a building for people to enter. It\u2019s about creating an experience that attracts gamers \u2013 one that needs to be refreshed regularly so the experience is constantly evolving and there\u2019s always something new for users to unlock. Experiences that overlook the gaming community risk falling flat. Brands like Louis Vuitton and Balenciaga have launched successful metaverse experiences that\u00a0 incorporate a gaming element or partner with games like Fortnite.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You want to build creative interactions, like a scavenger hunt or a point system, into your metaverse experience to keep people surprised, entertained and engaged.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Look at what real-world aesthetics are influencing gamers and other regulars in the metaverse and try to design something that seems familiar enough but has an added edge of fantasy. Classic or beloved sci-fi films \u2013 which create worlds that look similar to ours but different enough to be surreal \u2013 can often be a great jumping-off point for building that aesthetic.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">3. Failing to Build a Bridge to Real Life Experiences.<\/h2>\n<p class=\"wp-block-paragraph\">Creating an experience in the metaverse isn\u2019t only about designing a fantasy world. It\u2019s about building a replica of real life that\u2019s as real as you can possibly make it and connecting it to visitors\u2019 actual lives. This gives brands a way to validate ideas that would be too expensive to test in real life.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Allow people to interact with world-famous art, for instance or create a nightclub that never closes. Experiences like these only bring people together if you can connect it to real life. A good way to do that is to create promotions.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Limited edition NFTs or wearable giveaways have been popular among brands and consumers. Coca-Cola\u2019s recent Tafi collab and auction featured virtual \u2018loot boxes\u2019 as well as a real-life branded refrigerator for the highest bidder.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">The Bottom Line<\/h2>\n<p class=\"wp-block-paragraph\">The metaverse is still in such an early stage that there really isn\u2019t a reliable playbook on how to succeed there as a brand. That is why it is crucial to understand how users are showing up there before you dive in. The opportunities are near limitless now but it\u2019s not enough to simply plant your flag. You have to create a presence that makes sense within the logic of the space.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The metaverse is still in such an early stage that there really isn\u2019t a reliable playbook on how to succeed there as a brand.<\/p>\n","protected":false},"author":7,"featured_media":3104,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-3103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 Mistakes Consumer Brands Are Making in the Metaverse | AW360<\/title>\n<meta name=\"robots\" content=\"index, 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