Feeling lost in the vastness of the metaverse? Don't worry, even established brands are still navigating this exciting new dimension. But fear not! This beginner's guide will equip you with the knowledge and practical strategies to not just enter the metaverse, but to captivate customers and build a thriving brand presence.
Forget static interactions and one-way communication. The metaverse beckons, not just as a digital realm, but as a playful playground where brands can forge deeper, immersive connections with customers. Imagine a space where users actively engage with your brand or with other members of its community, blurring the lines between physical and virtual, and where your brand thrives at the center of it all.
I reviewed the approach a number of established brands have taken to foray into the metaverse and what is evidenced is that there seem to be a series of principles that new entrants could follow to design a brand experience in the metaverse.
Ready to unlock this potential and become a captivating force in the new frontier? Dive in!
GUIDING PRINCIPLES FOR SUCCESS
1. Immerse, Don't Intrude: Build engaging experiences that draw users in organically. Picture CELEBRITY CRUISES' virtual ship, where 360° tours let users explore the ship before setting sail and interact with an AI-powered ship captain avatar for informative conversations. Instead of bombarding with ads, create unique spaces like GUCCI’s Garden Archetypes, a digital exhibition inviting users to embark on an immersive and whimsical world inspired by the brand’s iconic motifs and designs. Here, different rooms representing a different archetype (such as “The Artist,” “The Bohemian,” or “The Mystic”) are adorned with Gucci fashion, accessories, and art. Users can interact with 3D objects, discover hidden details, and even attend virtual events in a continuous whirlwind of engagement stimuli.
CELEBRITY CRUISES' virtual ship.
2. Design for Beauty, Quirkiness, and the Unexplored: The metaverse offers the freedom to break free from physical limitations. Embrace this boundless potential by crafting environments that are visually stunning, delightfully quirky, and unlike anything found IRL. Think impossible landscapes, gravity-defying architecture, and fantastical creatures. Let your brand identity shine through in this unique aesthetic, creating a space that sparks awe, wonder, and a desire to explore. Like Decentraland MVMF (MetaVerse Music Festival), a yearly music experiences featuring surreal stages, flying islands, and interactive musical elements.
Decentraland Metaverse Music Festival.
3. Foster a Thriving Community: Empower users to become brand ambassadors through user-generated content. Decentraland shows how this fosters engagement and belonging. Host collaborative events, solicit feedback, and encourage user-created content. VANS World allows players to design their own skate parks and share them with others. This fosters creativity, ownership, and collaboration within the community. Additionally, players can customize their avatars with Vans clothing and accessories, promoting brand engagement.
VANS World on Decentraland.
4. Craft Compelling Narratives: Transform the metaverse into your storytelling platform. Let your values and beliefs shine through in narratives that resonate with your audience. NIKE’s Nikeland on Roblox isn't just a virtual playground; it's a story about inclusivity, athleticism, and pushing boundaries. Users don't just play games; they climb Mount Niké, compete in friendly challenges, and even design their own virtual sneakers, immersing themselves in the Nike ethos in a captivating way. CHIPOTLE's Burrito Builder on Roblox - inspired by the brand’s fans on social media where the complexities of rolling burritos were compared to playing a video game - lets users virtually grill, season, and mix ingredients, earning credits for real food, using the ‘Play-to-Earn’ engagement model (where users earn rewards for in-game actions).
NIKE’s Nikeland on Roblox.
CHIPOTLE's Burrito Builder on Roblox.
5. Design for Emotions, the Senses and interconnectedness: Design each scene with specific goals and target emotions in mind. What feelings do you want users to experience at each stage? Use visual storytelling, soundscapes, and interactive elements to guide them seamlessly through your brand narrative. Engage all senses by captivating users with immersive visuals, dynamic soundscapes, and interactive elements that trigger taste, touch, and even smell (through digital scents). This deepens immersion and strengthens emotional connection. WARNER MUSIC's Rhythmic City on Roblox allows users to explore diverse music genres through interactive exhibits, attend virtual concerts, and connect with artists, fostering a sense of community and emotional connection through music.
WARNER MUSIC's Rhythmic City on Roblox.
Connect Reality and Virtuality: Plan the user journey across different touchpoints. Finally, ensure seamless transitions: Facilitate smooth shifts between physical and virtual spaces. In order to design what happens in each layer it becomes fundamental to map the journey using a constellation model (the journey cannot be linear) evidencing the links between different layers (see my previous article “Navigating the Depths of Experience Design: The 'Design of the Experiencescape' Phase”).
6. Make it Personal, Playful, and Interactive: Challenge the traditional passive audience model by empowering users to be participants. Let them build, explore, and interact with virtual creations like in the new LEGO Fortnite experience. Allow avatar personalization (very important), design virtual products, or engage in gamified experiences like driving lessons in HYUNDAI's Mobility Adventure on Roblox. Ensuring inclusivity and accessibility for all users, regardless of technical skills or abilities must be prioritized.
LEGO Fortnite.
HYUNDAI Mobility Adventure on Roblox.
7. Offer Value Beyond Entertainment: Challenge the assumption that the metaverse is only about entertainment by providing purpose and utility. HSBC's experience on Sandbox will offer virtual attendance to esports tournaments sponsored by the bank but also virtual financial education and investment simulations, showcasing how brands can go beyond traditional entertainment and engage specific target audiences. Offer virtual education, exclusive product customization options, or early access to new offerings, giving customers a reason to actively engage with your brand. However, try to avoid overly promotional experiences at all costs.
HSBC on Sandbox.
MASTERING THE NEW FRONTIERS
While the previous principles establish a strong foundation, these additional strategies leverage the unique power of the metaverse for deeper engagement.
Create Buzzworthy "Drops": The metaverse shifts the game from online purchases to managing sporadic "drops" of virtual collectibles. It's not just selling; it's about creating moments of surprise, wonder, and loyalty. Design drops that spark anticipation, like GUCCI's limited-edition NFTs unlocking exclusive events, or COCA-COLA's Friendship Boxes creating a buzz. Offer exclusive virtual items or early access to new products to reward loyal customers. Offer exclusive virtual items or early access to new products to reward loyal customers. Showcase limited-edition virtual items alongside physical counterparts, creating a unique and exciting way to experience your brand.
Embrace Gamification: Games and contests are central to the metaverse experience. Gamify your presence with engaging game mechanics like STARBUCKS' Odyssey loyalty program to keep users coming back for more. Host virtual treasure hunts or challenges, encouraging users to actively explore your virtual space. Maintain brand alignment and avoid overly commercialized game mechanics. Ensure your games are genuinely fun and aligned with your brand values.
Follow the Data Trail: The metaverse's fusion of physical and virtual environments opens new analytical doors. Leverage data from both realms to gain deeper customer insights, understand behavior across virtual and physical touchpoints, and gain a holistic view of your customer base. Tailor offerings and communications based on individual preferences, creating a more personal and relevant experience for each user. Optimize product development by tracking virtual trends to inform real-world product design. And remember: address privacy concerns and ensure ethical data collection practices to build trust.
JOIN THE EXPLORATION
The metaverse is a thrilling, uncharted territory brimming with potential. New discoveries, adventures, and customer insights await. Embrace the challenges, seize the opportunities, and become a brand that truly thrives in this exciting new frontier.
What Can You Do?
Start small: Experiment with pilot projects to test the waters and learn. Don't be afraid to iterate and adapt as you go.
Prioritize user experience: Design for engagement, inclusivity, and ethical data practices. Remember, your users are the heart of the metaverse experience.
Partner with experts: Collaborate with specialists in metaverse development and user experience to ensure your brand presence is impactful and effective.
Embrace evolution: The metaverse is constantly evolving, so be prepared to adapt and iterate based on data, feedback, and emerging trends. Stay agile and open to new possibilities.
Ready to embark on this journey? The future awaits!
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