FROM THE METAVERSE TO THE EVENT

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Many think that Metaverse events take place in a dimension far from the physical experience. They imagine an immersive parallel reality where, through devices such as glasses or mobile phones, we access content that enhances companies' communication. For example, augmented reality applications that help explain products in innovative ways, virtual reality experiences, and holographic installations at fairs. 

One of the first things we talk about when we talk about events in the Metaverses is the virtual replica or the digital twin. In an effort to expand the physical event's borders, we generate 3D environments that can be accessed from all over. This way, we can virtually recreate the physical event's main goals: socialisation, networking, and brand positioning.

At SOMOS Experiences our concept of an event is something that commences long before the scheduled act, peaks in person, and lingers until the next event. Under this concept of events, we asked ourselves: How can we use the tools offered by the Metaverse and web3 to create higher engagement prior to the act and culminate in a memorable face-to-face event?

And the answer is, from the Metaverse to the event. A Metaverse that follows the strategies we are implementing through new technologies to appeal to new audiences while exploring new ways to form relationships between brands and attendees.

Let's imagine a luxury brand launches a social media campaign: Enter our Metaverse and get a shopping experience with our amazing designer! 

The target audience enters a Roblox-style Metaverse platform where they can play a video game to solve some challenges while learning about the brand. In the end, participants receive an NFT, a certified digital asset on the blockchain that accredits their participation. This NFT serves as a VIP pass and gives users a series of digital benefits. They can enter a chat group with other fans, vote on a new collection's design, get a 3D model to dress their avatar, and access discounts in the brand's e-commerce. Most importantly, they are given access to the exclusive event showroom where they learn about the designer's products.

Brands like Boss and Nike have already successfully tested out this dynamic and highly valued hybridisation. It's a way to make the Metaverse tangible and generate real returns. By using the Metaverse in events we can interact in new ways. We can vote and react to things, expand and motivate fanbases by using exclusive chat groups, and connect virtually and physically. We can pose questions to new audiences, gain new sources of income, and last but not least, develop a new strategy to position an innovative brand.
 

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