Why it’s time to establish your brand strategy in the metaverse

Sitting comfortably in your living room, you grab your Oculus Rift VR virtual reality headset and position it over your eyes. And that’s how, in an instant, you find yourself giving a press conference in virtual reality to journalists from all over the world.

Welcome to the metaverse, one of the many possibilities for brands, increasingly drawn to exploring this exciting world, which lies on the border between the real and the virtual.

It’s an expression that comes to us from the realm of science fiction a few decades ago, but which has recently imposed itself at the heart of public discourse, as the next stage of technology and the Internet.

Just like the brands of the mid-90s who couldn’t ignore the craze for dotcomsbrands today are striving to understand the metaverse and how this technology can help them build their online reputation.

For Edouard Fillias, CEO and founder of the digital communication agency JIN, the opportunity is unparalleled: ” think of the metaverse as a place rich with a host of new social platforms, including hundreds of new apps like TikTok “.

For Édouard Fillias, brands must take up a double challenge: to understand this new world, but also to know how to navigate it and behave once inside.

The Metaverse: What Is It and Why Can’t Brands Ignore It?

Some are now criticizing the hyper-hyped metaverse, also referred to as the fundamental concept of Web3, which, given the recent crash in the cryptocurrency market, may have already reached its speculative bubble. However, for others, the metaverse is a godsend.

This is what the CEO of JIN, an influence and digital communication agency based in Paris, thinks. According to him, Web3 is the next iteration of the internet.

Édouard Fillias is an avowed liberal, vice-president of the Think Tank Génération Libre. For him, Web3 is strongly linked to individual freedom and the growing desire of individuals to regain control of their data and identity online.

We’ve seen these big tech companies both take a lot of personal data and create amazing services, but also raise questions about individual freedom, privacy, and our own independence. “, explains Edouard Fillias.

Web3 is a turning point in relation to these problems. When a video or post is published on YouTube or Instagram, it may appear on the profile, but it also belongs to the platform, which can delete it at any time. New “Blockchain” technologies, on the other hand, create a secure system that removes the role of an intermediary, often that of large technology companies, to carry out transactions. Everything you create online in this world is therefore your property. Portability – the ability to transfer data from one platform to another – also diminishes the network effects that have allowed tech companies to collect so much data and become so powerful.

The Metaverse sits at the center of it all. It is a digital extension of the real world in which we can virtually interact, communicate and collaborate with each other, as well as store our digital assets.

Édouard Fillias draws a parallel with some of the multiplayer online games like World of Warcraft and Dungeons and Dragons. This gives an idea of ​​their ability to promote community in immersive digital environments. Plus, new incentive dynamics, like NFTs or games Play To Earncan reward customers for their interaction.

How can digital agencies support companies in their metaverse strategy?

For Fabien Fichet, account manager and metaverse product manager for the JIN agency, the strategy takes place in 3 stages.

First of all there is the learning expedition. Basically, it’s about educating the team to ensure they have a full understanding of the world they’re about to enter. This includes navigating the world of cryptocurrencies, NFTs, and extended reality (XR), among other things. Overlapping universes for which a map has been created to help users find their way around.

We’re taking the leadership group for a day in the metaverse “, explains Fabien Fichet. ” We give them VR headsets, create avatars for them, and let them try out this world for real “.

The next step is to build the corporate headquarters in the Metaverse. It is a question of understanding how a company, a brand wishes to establish itself physically in this virtual world.

The questions we explore are “Should you create NFTs?” and “Should you create a virtual office space?” », Analyzes Fabien Fichet.

Finally, there is a last step and not the least. The JIN agency calls it “extended activation”. It’s all about helping brands stand out in this world.

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