The metaverse is a 3D model of a virtual world in parallel to the physical word.
We have seen the term being used more prominently now more than ever, as various marketers and big firms such as Meta & Apple are facilitating the use of virtual reality and immersive futuristic realms, as a means for social connection.
Here’s some of the ways in which marketers and advertising is shaping the metaverse as a whole for the giant retailer, Nike.
Nike: A pioneer in the metaverse world
It is pivitol for Digital marketers to remain up to date with the newest technological developments. Understanding the metaverse and its full potential is part of this.
A way in which marketers are doing this is by creating immersive marketing experiences that are related to what their brand would do in the physical world.
An example being Nike, who has been at the forefront of integrating various metaverse practices and features into their branding strategy.
Nikeland is Nike’s metaverse environment that uses the Roblox platform to allow users to connect with fans, socialize and participate in promotions.
Nikeland has had well over 7 million visitors since it opened in November 2021, according to Nike. People were able to experience celebrity appearances from sports stars, including LeBron James, as well as, acquire exclusive digital goods and clothes to accessorise their avatars with.
The clothing that users wear on their digital avatars can be worn in various other Roblox environments, making it a way for users to promote the brand and essentially become online brand ambassadors (genius).
The sports retailer also jumped on the NFT bandwagon relatively early too.
They purchased RTFKT Studios, a creator of “next-generation” NFT collectibles! Successfully selling 600 pairs of NFT sneakers in just six minutes, for a total of $3.1 million.
CryotoKicks Dunk Genesis is the first collection of NFT sneakers made in partnership with RTFKT Studios. When bought, consumers can customize them using “skin vials.” Various designers can create these vials, which add special effects and patterns to the base of the footwear.
Demonstrating that Nike explicitly recognises the value of personalization to today’s consumers, especially younger millennials and Generation Z who are the primary demographic.
Takeaways for marketers from Nike’s strategy
Because metaverses are experiential and engaging experiences in essence, it’s beneficial to capitalize on this by providing the same immersive experience with your advertisements and marketing initiatives.
Instead of simply placing ads, provide branded installations and events with which users can interact with.
It is critical that your marketing strategies are streamlined and well thought out, in order for users feel willing to share the virtual space with you and engaging with your brand in this online environments.
For more updates on how other brands are utilizing innovative technologies, subscribe to our newsletter below so you don’t miss out.