Brands Hit the Virtual Runway in Their Metaverse Fashion Week Debut
Metaverse platform, Decentraland, held the first ever virtual fashion week over the weekend. Brands leveraged the high end, one-of-a-kind 4-day event by creating unique experiences for users.
Estée Lauder partnered with Alex Box, a prominent female artist in the Metaverse space, to create an original, wearable non-fungible token (NFT) inspired by the brand’s #1 serum, Advanced Night Repair.
Apparel brand DKNY opened digital stores during Decentraland’s Metaverse Fashion Week as an immersive experience themed around its spring 2022 campaign. DKNY leveraged virtual signage in the Metaverse to advertise the experience.
Meta Yachts is the first ever virtual marina in the Metaverse, and is located in the Fashion District. During Fashion Week, Meta Yachts hosted VIP after-parties and private events.
Tommy Hilfiger leveraged the Metaverse by letting consumers view floating 3D renders of limited-edition products from the spring collection. The items can be purchased as NFTs, which can be redeemed for physical products delivered to the customers’ home.
SXSW kicked off last weekend in Austin, TX and SponsorUnited was on the ground to capture brands activating at the 9 day event. During the events a “huge focus was on the future of media and how rights are going to be divided,” said Daniel Ross from the SponsorUnited Partnerships Team, “brand marketers are paying extremely close attention to consumption patterns by younger generations and doing their best to anticipate where those eyeballs will be.”
Brands are competing for ways to capture GenZ interest as this generation’s attention economy is limited as they consume content across multiple media platforms at a single time. Brands are constantly trying to determine the best way to reach this audience.
Brand activations SponsorUnited saw breakthrough during the event were from two “Super Sponsors” White Claw and Volkswagen, while other brands like Slack, Audible, Purple, Supergoop, and Blue Jeans also showcased unique activations. Slacks’ on site activation had the longest line every day and was laid out more like a “hangout area” with different interactive games, featured tables and props to keep those in line entertained and engaged. White Claw appeared to have the most activations across multiple areas of the venue so they were always top of mind for the attendees.
Volkswagen’s activations were strategically placed on highly trafficked streets which were blocked off only to those walking towards it. Many of the brand activations included multiple interactive sections taking attendees to virtual worlds.
Where creative partnerships are brought to life, SponsorUnited is there to capture them. SU @ SXSW 2022.
The Global sporting world is gripping social media with their creative and unique ways for game ball deliveries with brand sponsorships fueling them. Most recently in the Betfred Rugby League, a child driving a mini car sponsored by Halliwell Jones, a local dealership in North West England, delivered the game ball before in an activation turned into comedy taking the twitter world by storm.
This follows the mini Volkswagen automobile that was remote controlled and delivered the game ball during the Italy vs. Turkey match in the UEFA Euros 2020. The activation generated buzz globally as it was the first global event where a unique ball delivery was seen, although not the first. In December of 2020, SponsorUnited tracked the KFC Big Bash League, an Australian cricket league, had the game ball delivered via drone.
With these unique ways of sponsoring the game ball deliveries and technology continuing to advance, one can assume the creative ways to engage fans before, during and after games will become stronger and open doors for new partnership collaborations.
The Super Bowl Experience presented by Lowe’s will be wrapping up tomorrow after a full week of branded content and experiences at the Los Angeles Convention Center.
Over 40 brands were tracked at the event, see below for a snapshot of the attractions as a teaser heading into Super Bowl LVI.
The 2022 NHL All-Star Skills Competition presented by DraftKings Inc. featured brands sponsoring the events.
Discover Financial Services, Honda, EA SPORTS, Dunkin’ and Verizon were among the brands who had a presence during the competition.
CES 2022 kicks off today in Las Vegas. SponsorUnited will be joining over 2,200 exhibitors. Highlighted will be brand activations over the course of the three day event. Having three main venues between the Las Vegas Convention Center, Venetian Expo and the ARIA Hotel, CES will cover more than 1.6 million net square feet filled with unique exhibits from brands around the globe.
Due to COVID-19, CES will be closing one day early this year but that is not stopping the many brands joining the event as over 175 Fortune 500 companies will be in attendance, and more than 50 of the top retailers.
JLab Audio will be in attendance this year as they showcase some of their premium products as well as their Official League Partnership with the MLS, shown on scarves in their exhibit. Within this partnership, JLab provides the MLS teams with wireless audio in the team locker rooms as well as sponsored prematch playlist with the LA Galaxy and New York Red Bulls.
The SponsorUnited MLB 2021 Marketing & Partnerships Annual Report is here! Take a deep dive into the MLB 2021 partnership landscape in the most comprehensive report available in the industry. Download now for FREE HERE.