Making Moves in the Metaverse
Recognizing the impact that the metaverse will have on Gen Z and Gen Alpha in particular, brands looking to capture the kid and young adult market are racing to find their way into the metaverse.
As the buzz around the metaverse grows, here is a list of the latest brands dipping their toes in this new alternate reality:
Disney files a virtual world patent: In December 2021, Disney went public with the company’s exploration of a theme park metaverse, filing a patent for a ‘virtual-world simulator.’ While no one knows exactly how the patent would be used (or even if it will be used), it may involve a VR experience for theme park guests that doesn’t require a headset or wearable. In the meantime, Disney also integrated augmented reality into its theme park experience with the recent launch of MagicBand+.
LEGO, Sony and Epic partner to create a kid-safe metaverse: Fortnite creator Epic Games, electronics conglomerate Sony, and toy giant The LEGO Group announced a partnership last week to create a kid-friendly metaverse that aspires to put kids’ safety, privacy and control at the center of the virtual experience.
Music artists perform in Fortnite: In January 2022, Tones and I was the latest in a string of artists to perform a concert in the Fortnite virtual world (following artists like Ariana Grande, Marshmello and Travis Scott). While Epic Games hasn’t released its 2022 concert schedule, it polled its followers last November on their favorite brands, characters, celebrities and performers – presumably to shape what collaborations they take on. Rumors are swirling as hopefuls speculate that Lady Gaga and Billie Eilish are on the list to perform in Fortnite in 2022.
Coca Cola, Nike and Mattel create NFTs: Coca-Cola and Nike have enlisted new partners to create collectible NFTs for the brands in the form of Coca-Cola gear and Nike shoes. Mattel has recently done the same, releasing Hot Wheels- and Barbie-designer collaboration NFTs.
Chipotle connects the metaverse to real life: According to a press release from the brand issued last week, Chipotle announced it is launching “a new simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks…and exchange them for an entrée code” that can be redeemed on the app or online.
Luxury brands bring high fashion into the digital world: As part of a long-term strategy to engage the younger demographic, Balenciaga and Gucci are selling digital outfits and accessories in Fortnite and Roblox respectively, while Louis Vuitton started its own virtual world Louis the Game where one can dress one’s avatar in LV gear, collect items and seek out digital collectibles.
As all of these announcements pour in, one thing seems certain: this is only the beginning as brands jockey to connect with consumers in the metaverse.