Ready Player Two?
The metaverse offers huge potential for business growth and brands are starting to experiment. Understanding how to produce meaningful creative work in these virtual spaces will be imperative to social commerce and brand awareness.
Web 3.0 is moving consumers away from mobile and towards the metaverse, deepening their connection with brands and people online. This new iteration of the world wide web incorporates blockchain technology, token-based economics, and a multiverse of virtual worlds. The metaverse is no longer seen as a replacement of physical, real-life events; it’s an enhancement of how we can make online experiences more meaningful. Technologies such as AR and VR will continue to play a foundational role in how we access and experience these alternate realities. Social technology companies such as Meta will force brands to take their creativity to the next level if they want to co-exist in both realites. In Lion-winning work produced so far, there’s been a focus on high-quality digital craft to enhance the user experience. As it stands, the metaverse is still an ambiguous, high-concept idea, so experimentation and flexibility are key. Brands must carefully consider how they weave a long-term strategy for engagement in this space into their everyday work, steering clear of one-and-done campaigns. Consistency will be paramount.
“Experimentation on the gaming platform is great but the bar is so high. The digital craft is incredible and the creative is first-class. So what you do has to be relevant and remarkable. Otherwise gaming will just become a landfill.”
Jax Ostle-Evans Managing Director | Stink Studios
Focus areas for 2022
Creative strategies in virtual worlds need to build a community culture. In order to manage these online communities effectively, brands need to understand the consumer benefits that exist within them. Knowing what value audiences are taking away from these communities is crucial for brands navigating virtual worlds.
The metaverse marketplace
The metaverse has become a virtual marketplace for creators to buy, sell and exchange digital entities such as art, plots and buildings. In a space where NFTs reflect ownership of specific assets, brands need to reassess the role they play for consumers in the virtual world.
Excitement around virtual events and attractions continues to grow. However, brands need to shape their post-event strategies to avoid falling into the one-and-done trap. Think about how you can stay front of mind in these spaces post-event through custom skins, products and other inventory items.
P25 MUSIC’ | POKEMON | MEDIACOM NEW YORK | THE ENTERTAINMENT LIONS FOR MUSIC GOLD
Progress in play from the 2020/21 Lion winners …
To celebrate its 25th Anniversary, Pokémon partnered up with Post Malone to recreate the game’s top hit, ‘Only Wanna Be With You.’ Launched on Pokémon Day, millions of fans from around the world tuned in for a stunning virtual concert featuring 30 of the most popular Pokémon characters. The concert and feature track was a huge success and reached #1 on the Spotify trend list.
Check out the full campaign on The Work.
P25 MUSIC’ | POKEMON MEDIACOM NEW YORK
THE ENTERTAINMENT LIONS FOR MUSIC GOLD
ASTRONOMICAL | EPIC GAMES EPIC GAMES, INC. CARY
DIGITAL CRAFT LIONS GRAND PRIX
The Gaming industry is worth more than the film, sports and music industry combined NPD Group “Gaming ideas develop at a different pace from normal ideas… you need to be patient to make the whole thing unfold and reach people.” - Pancho Cassis, Global Chief Creative Officer, DAVID 13% of Grands Prix awarded at Cannes Lions 2020-2021 had a gaming or a gamification component, up from 8% in 2019.
LIONS Data | 2022
Thought starters for today:
- Consider if what you’re doing in the metaverse has the potential to build over time.
- Think back to your demographic. Are you planning rich, immersive experiences for the right audience?
- Think strategically in these virtual spaces. Are you leaving behind a metaverse footprint?