Metaverse Marketing: Brand Marketing in a Brand New World

Metaverse

元宇宙

Ready or not, the age of metaverse is coming. The term has become a buzzword in the past few months, most notably with American social network giant Facebook changing its name to Meta in October 2021. 

不管你有没有准备好，元宇宙的时代就要到来了。过去几个月中，“元宇宙”迅速成为热词，尤其是在去年10月美国社交网络巨头脸书（Facebook）宣布更名为“Meta “后。

Metaverse, simply put, is where people will experience, participate, build, and live in the digital world with a virtual digital identity. This concept will completely change how we interact with brands, for the brands in metaverse all have different digital accounts that are attached to the offline subject with a real identity.

简单来说，元宇宙是一个人们能够以数字身份在其中体验、参与、建设和生活的虚拟世界。在元宇宙中，品牌拥有不同的数字账户，这些账户都与线下的真实身份联系在一起，这样的概念将彻底改变消费者于品牌之间的互动方式。

For brand marketers who are still getting to understand this concept, we won’t get too technical here and load you with one million jargons. In order to get a taste of how brand marketing could be in good practice in Mataverse, we round up some of the best examples of brands causing a stir within the virtual online world by creating out of this world experiences.

对于刚接触这个概念的品牌营销人，我们不会在这篇文章里硬塞进各种技术用语和行业黑话。为了初步感受元宇宙中的品牌营销可以以怎样的形式呈现，我们收集了一些在虚拟网络世界中引起轰动的最佳品牌营销案例。

Gucci x Roblox

In May 2021, teaming up with gaming platform Roblox, Gucci announced the launch of the first digital artwork “Gucci Garden” of a two-week art installation, allowing customers to experience “immersive multimedia in the Metaverse”.

2021年5月，奢侈品牌Gucci和游戏平台联手，打造了一个为期两周的数字艺术展览“古驰花园”，让客户体验“元宇宙沉浸式多媒体”。

The virtual recreation of the Gucci Garden in Roblox offered various themed rooms paying homage to the brand’s campaigns while transcending the laws of physics. Participants could purchase digital clothing only available for a limited period of time. The exhibition has toured several cities around the world, including Shanghai, due to ongoing travel restrictions, the virtual tour of its Gucci Garden has left users a unique and immersive experience of shopping in the digital and real world.

在Roblox中，古驰花园超越了物理定义，以虚拟的方式再现提供了各种主题的房间，向该品牌致敬，参加者可以在特定时间内购买数字服饰。该展览在包括上海在内的全球多个城市巡回展出，古驰花园的虚拟之旅为受疫情旅行限制的用户在数字和现实世界中留下了独特的沉浸式购物体验。

Gucci Garden by Roblox

Coca-Cola x Tafi

Coca-Cola teamed up with 3D creators at Tafi to host an auction for special-edition virtual ‘loot boxes’ of NFTs, which took in over $1m. It was auctioned off as one loot box, a play on the popular video game feature involving sealed mystery boxes. Not only did the winner become the owner of these four NFTs, but the winner also received a real-world physical fridge stocked with Coca-Cola bottles and additional surprises.

可口可乐公司与Tafi的3D游戏开发者合作，举办了一场特别版的NFT“战利品箱”拍卖会，将战利品箱以盲盒形式在电子游戏平台上拍卖，获得了超过100万美元的收入。获胜者不仅成为这四种NFTs的主人，还能在现实生活中得到一个装满可口可乐的冰箱。

This creative approach into the metaverse resulted in a strong buzz in the crypto community and portrayed Coca-Cola as an innovative brand that knows very well where its customers are, and in return, brought in new, young audiences to its channels.

这种创造性接触元宇宙的方式在加密社区中引起了强烈反响，并将可口可乐塑造成一个非常了解其客户定位的创新品牌，而可口可乐也通过此频道吸引了新的年轻观众。

Coca-Cola Loot Box

McDonald's on NFT

Here in China, McDonald’s China has released a collection of NFTs “Big Mac Cube”, a 3D digital creative piece, to celebrate its 31st anniversary of entering the Chinese mainland market. A total of 188 digital collectibles were distributed to employees and consumers to mark not only the anniversary, but the milestone that the McDonald’s has become the first domestic catering brand to step into Metaverse.

在中国，为了庆祝麦当劳进入中国大陆市场31周年，麦当劳中国推出了一款名为“巨无霸魔方”的3D数字创意产品。麦当劳共向员工和消费者分发了188件电子收藏品，这不仅是为了纪念周年纪念，也标志着麦当劳成为第一个进入Metaverse的国内餐饮品牌。

"Big Mac" Cube

Although Metaverse is still an emerging technology concept, more and more brands are starting to embrace the Metaverse and carry out brand marketing in the form of selling in NFTs in the digital world. The immersive internet will enable prolonged engagement with brands, therefore for marketers, especially the ones who work with a developing market such as China, the field of marketing will likely no longer be the same. 

虽然元宇宙仍然是一个新兴概念，但越来越多的品牌开始对元宇宙进行试探，并在数字世界中以非功能性产品销售的形式进行品牌营销。沉浸式互联网将消费者与品牌的互动延伸，因此，对于营销人员，尤其是那些在中国这样发展中市场工作的营销人员来说，未来的营销领域可能将不再是以前的样子，并充满机遇与挑战。

If you would like to learn more about creative branding in China, feel free to get in touch with us: [e-mail]

若您想了解更多关于在中国创意营销的信息，欢迎联系我们：[e-mail]

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