Exploring Emerging Trends in Brand Activation: Harnessing the Power of Licensing and the Metaverse

By Ari Zebersky, BIP

Today’s consumers have more ways to engage with their favorite brands than ever before. Often, products, platforms, and services are just a click or a swipe away.

However, in an expansive online ecosystem where attention and engagement are fleeting, attracting attention and connecting with customers can be especially challenging.

That’s why brand activation, a marketing strategy that aims to increase consumer engagement and awareness of a brand through interactive experiences, is so critical. With more than four percent of online traffic being converted directly into sales, it’s no wonder that companies are looking for new ways to elevate brand activation in their digital spaces.

As technology evolves, brands continually seek new ways to engage with their customers and build brand loyalty, including emerging virtual worlds where brands can meet consumers where they are. By leveraging the opportunities offered by these virtual worlds, brands are discovering innovative ways to activate their brand and engage with their audience.

Here are three ways brands can tap into virtual worlds to realize the future of brand activation.

#1 Create Immersive Experiences

One way for brands to tap into virtual worlds is by creating immersive experiences that allow consumers to interact with their products and services.

Partnering with game developers, brands can design virtual environments that showcase their offerings and bring their brand story to life.

For example, a fashion brand could create a virtual runway show in Roblox, allowing users to virtually try on clothes and accessories, or a car company could develop a racing game in Fortnite, showcasing their latest vehicle model.

With more than 59 million daily active users, Roblox represents a unique opportunity for brands to reach an active audience with immersive experiences that promote brand activation, fostering deeper connections with their audience and creating memorable moments that resonate with consumers long after they’ve left the virtual world.

#2 Develop Unique Promotions

Virtual worlds offer brands the opportunity to collaborate with other brands or creators within the platform, resulting in unique activations that draw the attention of the platform’s audience.

For example, Sonic World Adventures in Roblox has achieved 19 million world views, which the brand leveraged to sell toys, licensed products, and other merchandise. This opens an entirely new market for the brand, allowing them to sell virtual and physical products to an eager audience.

Similarly, a luxury fashion brand could partner with a popular Fortnite character to design exclusive in-game apparel, or a music label could collaborate with a Roblox game developer to host a virtual concert featuring their artists.

Fortnite’s new creator-friendly economy could create new opportunities for brands and licensees to collaborate on promotions that propel bottom-line outcomes.

In short, these collaborations enable brands to expand their reach, generate buzz, and connect with new audiences, ultimately driving brand awareness and engagement.

#3 Bridge the Gap Between Virtual and Physical Worlds

Another way for brands to tap into virtual worlds is by using the platform as a launching point for creating physical products and experiences that tie back to their virtual presence. By developing a strong brand identity within the virtual world, brands can create demand for physical products based on their virtual counterparts.

For example, a popular Roblox game with a large following could release a line of toys or apparel featuring characters from the game. Additionally, a virtual concert in Fortnite could be followed by a limited-edition merchandise drop.

By bridging the gap between the virtual and physical worlds, brands can capitalize on the popularity of their virtual experiences, creating new revenue streams and further strengthening their brand’s presence.

Virtual Worlds. Real Outcomes

The rapidly evolving digital landscape offers brands new ways to connect and engage with their audiences.

When brands create immersive experiences, develop unique collaborations and bridge between the virtual and physical worlds, they build brand resonance that produces bottom-line results.

As brands continue to adapt and innovate, we can expect more engaging and memorable activations that redefine the boundaries of consumer-brand relationships and help businesses thrive in an increasingly competitive marketplace.

In other words, the world may be virtual, but the outcomes are real.

About the Author

Ari Zebersky is a 20-year-old entrepreneur and CEO. He is the founder and CEO of BIP, an online licensing marketplace that connects licensees and licensors globally.