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Forward-Thinking Brands Took the Metaverse by Storm in 2022

Web 3.0-related technology continued to develop rapidly throughout 2022. As metaverse platforms have continued to sell digital land, there has been an estimated nearly $2B investment in the acquisition of virtual real estate in the metaverse. There is a variety of available digital asset offerings currently offered such as wearables, and these types of Web 3.0 related assets will continued to expand.

Brands are getting increasingly creative in their entry to the new Web 3.0 virtual reality. Here are some of SU’s favorite partnerships from the last year:

  • A partnership between Metaverse platform’s Decentraland and Atari saw the creation of an Atari Arcade that operates on Ethereum blockchain. Players can also explore and search for exclusive wearables throughout the platform’s Casino.
  • Tequila maker Patrón activated its Pop-Up Series on Decentraland–a virtual experience including various quests that give users the opportunity to win prizes and exclusive wearables.
  • Forbes worked with Metaverse platform The Sandbox to create a first-of-its-kind event on November 10, aimed at offering more opportunities for members and subscribers to socialize in the Metaverse. Forbes digital subscribers received a wearable NFT as their ticket to enter the Metaverse, while the initiative included quests to find different areas of the platform’s property, including a DJ booth, bar, and dance floor.
  • HSBC/World Rugby Sevens Series launched virtual rugby quests in The Sandbox, becoming the first global bank to acquire a plot of land in Metaverse platform. The bank staged a virtual stadium in The Sandbox from 24 October to 14 November to activate its first community initiative.
  • Esports organization FaZe Clan named its 12×12 virtual plot of land in The Sandbox “FaZe World,” where it will co-produce experiences including virtual events and games with the Metaverse platform.This gamified activation aims to allow users to learn more about FaZe and engage with its roster of talent.
  • Beats by Dre partnered with Ja Morant–a non-playable character (NPC) that hosts various in-game missions–to develop the Roblox game “Dunking Simulator.” This “Dark Mode” virtual experience evolved from a recent Beats campaign, highlighting the mutual admiration between rapper Lil Baby and Ja Morant.
  • Claire’s created Roblox game “ShimmerVille,” where users can earn digital currency through interactive retail jobs, playing mini games, or just by spending time in the digital experience. Players can also select from 15 different pets to accompany them throughout Claire’s virtual world.
  • Mattel partnered with Roblox to build roleplay-style game “Barbie Livetopia,” a virtual activation aimed at celebrating the Barbie Dreamhouse’s 60th anniversary. Custom NPCs within the game represent different characters, including Barbie and her friends
  • Invisalign launched a Roblox virtual experience that included an explorable dentist office, equipped with exam rooms and two mini games. Winners of the playable games are rewarded with uniforms for their digital avatars, and digital coins to buy Invisalign-branded outfits.
  • The U.S. Open Tennis Championship and Grey Goose teamed up with Decentraland to build an immersive lounge experience that included “The Honeydew Hunt” game.

Savvy Brands Bank on the Metaverse

In light of National Video Games Day this past Monday, let’s take a look at some unique recent activations in the gaming/Metaverse industries. 

As digital entertainment continues to evolve at lightning speed, game titles and Metaverse platforms are changing the way brands reach a younger demographic. Savvy marketers are upping their investment in virtual activations, signage, and digital assets to diversify their reach and stake a claim within these emerging virtual settings in innovative ways.

In NBA 2K23–released September 9th and the latest addition to the best-selling NBA 2K series–league partners like MTN DEW, the official soft drink of the NBA, are organically integrated within the game, expanding the breadth of their overall partnerships with the league.

Metaverse platforms like Decentraland offer brands, properties, and agencies an opportunity to invest in the Web 3.0 space and begin engaging the next generation of consumers in a dazzling new digital realm. 

Netflix, for example, teamed up with Decentraland in July to promote the release of its movie “The Gray Man,” creating a labyrinth that users navigate by proving their knowledge of the film’s plot. The virtual event also rewarded players with “The Gray Man” wearables. The same month, CBS became the first American network to enter Decentraland with its hit comedy “Ghosts,” creating an immersive experience that allows fans to experience the show and its haunted mansion as never before. 

Meanwhile, the MTV Video Music Awards debuted a virtual experience on online game platform Roblox this year, and added a new category to the awards show to recognize the best musical performance in the Metaverse. And in May, Spotify became the first music streaming brand to publish its own game on Roblox with the launch of “Spotify Island,” a unique experience that involves K-Pop music in the gameplay.

Decentraland Fashion Week | Activation Spotlight

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.