Marketing using Metaverse is gaining sensational popularity among companies

The reason why many companies chose Metaverse as their marketing strategy

Gucci, SM Entertainment, CU’s Metaverse’s Marketing

[해외특파원 1기 / 박소민 기자] In this day and age, several enterprises have been investing in marketing strategies using Metaverse. Metaverse refers to a 3D virtual world as a combination of the word “meta” for virtualism and the word “universe” for worldwide. In other words, it refers to a platform where individuals use avatars to make or spend money, communicate with others, play and work in a digital space like real life.

Marketing using the Metaverse has been incredibly popular because it allows companies to sell products and enhance brand awareness around the MZ generation by providing new experiences. Moreover, some enterprises have begun to use the Metaverse as one of the marketing strategies that attract consumers without having in-person interactions as COVID-19 has persisted.

Then, what are some cases of marketing using Metaverse?

The first is Gucci, which is in the lead of the global fashion industry. Gucci promoted its products through the collaboration with Zepeto, a metaverse platform. In the Zepeto app with Gucci, users can wear the latest Gucci collection at the ‘Gucci Villa World Map’ in Florence, Italy, where Gucci headquarters are located. Zepeto officially launched a total of 60 products, including Gucci costumes, handbags and accessories.

The second is SM Entertainment’s rookie k-pop idol group Aespa. Aespa is devised for real people and AI avatars to work together in the virtual world. Therefore, people can contact their avatars not only offline but also online on a large space. In particular, as human contact has become limited due to the spread of COVID-19, various activities such as online fan signing events and concerts can be carried out using avatars.

The last example is the well-known and popular South Korean convenience store, CU. BGF Retail opened a virtual reality convenience store in the park of Hangang River using Zepeto. Users can utilise equipment such as parasols, and tables and, or, drink coffee or eat ramen in the actual store. Furthermore, there is a busking area where avatars can perform and watch performances.

Metaverse is expected to establish itself as a long-term consumption trend for the safe hobbies and entertainment of modern people due to its infinite scalability. In addition, the metaverse is anticipated to become common new means of communication between companies and customers as increasing the demand for new ways of connection and communication.