一份品牌加入元宇宙的保姆级指南

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预计阅读时长：8分钟

本文仅代表作者个人观点，不代表平台意见，不构成投资建议。

Estimated reading time: 8min

Any views expressed in the below are the personal views of the author and should not form the basis for making investment decisions, nor be construed as a recommendation or advice to engage in investment transactions.

为什么品牌要投资元宇宙？

老实说，一个4D的沉浸式宇宙对消费者和公司来说都听起来很有吸引力——品牌不仅仅是在销售产品或服务，而是一种未来体验。作为Web3.0的支柱，元宇宙承诺的技术进步将超越现实和数字领域，使互联网去中心化，改变我们今天所知的社会。

Why brands invest in the metaverse？

Let’s be honest, a 4D immersive universe sounds intriguing to consumers and companies alike—brands aren’t just selling a product or service, but a futuristic experience. As a pillar of Web3, the metaverse promises technological advances that will transcend the physical and digital realm, decentralize the Internet and transform the society we know today.

如何加入元宇宙：寻找合适品牌机会的5个步骤。

1.了解元宇宙

在加入之前，你需要了解什么是元宇宙，它是如何运作的，以及行业预测。如果对元宇宙没有足够的的知识储备，你将无法成功地推销或执行品牌活动。你不会在没有任何研究的情况下加入一项传统的活动。准备加入元宇宙也是如此。你不需要成为专家，但应该能够解释扩展现实和互操作性等基本概念。

元宇宙是一项新兴技术，这意味着一切皆有可能。保持对在线讨论和突发新闻的关注，因为像其他技术一样，元宇宙也会发生变化。时刻关注了解其他Web3.0/元宇宙组件和可穿戴设备，因为你很可能会再次碰到它们。

2.考虑元宇宙是否适用于你的目标受众和品牌

目前，Z世代和千禧一代是元宇宙中最活跃的参与者，但也要考虑年龄以外的其他特征。例如，能量饮料或游戏装备品牌可以从像Fortnite（堡垒之夜）和Roblox这样的元宇宙平台上的品牌激活中获益。许多游戏玩家饮用能量饮料在游戏中保持警觉，而游戏装备则使他们能够舒适地游戏，因此在元宇宙中吸引这些受众的营销活动可能会奏效。

另外，想想你的品牌如何与元宇宙保持一致。例如，许多时尚品牌已经加入了元宇宙，销售独家数字服装和NFT，将自己打造成潮流引领者，为客户提供独家体验。

3.头脑风暴有趣的营销活动

品牌可以利用元宇宙营销活动来提高参与度或销售产品或服务。你是想要一个单纯的虚拟体验，还是会提供现实生活中的福利？你想为你的品牌实现什么？你将如何满足你的受众的需求？考虑像这样的问题并进行头脑风暴。

你可以提供像数字服装或NFT这样的收藏品，与元宇宙平台合作构建一个品牌装置或活动，或在虚拟广告牌上进行广告。这些只是一些常见的策略，打破框架去思考吧！

4.选择一个元宇宙平台

一旦你确认加入元宇宙与你的品牌和受众相吻合，就挑选能够最好地帮助你执行活动的元宇宙平台。想想哪些现有的元宇宙可以让你以一种有意义的方式与用户联系。联系我们以获得更多关于如何加入元宇宙并与世界分享你的品牌的详情。

5.投资并加入元宇宙

现在你已经完成了其他步骤，是时候加入元宇宙了。如果你想先以个人身份体验一下元宇宙，请探索你选择的元宇宙平台。根据不同的平台，这就像购买硬件或下载软件并创建一个账户一样简单。

如果你对品牌激活感兴趣，那就与元宇宙平台合作，确定如何将你的愿景变为现实。联系我们，以获得更多细节和具体的合作计划。

How to join the metaverse: 5 steps to find the right brand opportunity.

1.Understand the metaverse

You need to understand what the metaverse is, how it works and industry projections before you join. If you don’t have proficient knowledge of the metaverse, you won’t be able to pitch or execute successful brand activations. You wouldn’t dive into a traditional campaign without any research. Preparing to join the metaverse is the same. You don’t need to be an expert, but you should be able to explain essential concepts like extended reality and interoperability.

The metaverse is an emerging technology which means new developments will arise. Stay on top of online discourses and breaking news because like any other technology, the metaverse will change. And continue to learn about other Web3/metaverse components and wearables, because you’re likely to hear about them again.

2. Consider if the metaverse aligns with your target audience and brand

Currently, Gen Z and Millennials are the most active participants in the metaverse, but consider other traits beyond age. For example, an energy drink or gaming rig brand could benefit from a brand activation on a metaverse platform like Fortnite and Roblox. Major gamers use energy drinks to stay alert while playing and gaming rigs allow them to play comfortably, so a marketing campaign that engages this audience in the metaverse could work.

Also, think about how your brand aligns with the metaverse in general. For example, many fashion brands have joined the metaverse to sell exclusive digital clothing and NFTs, establishing themselves as trendsetters that offer their clientele an exclusive experience.

3. Brainstorm engaging marketing campaigns

Brands can use metaverse marketing campaigns to boost engagement or sell a product or service. Do you want a solely virtual experience, or will you offer real-life benefits as well? What do you want to accomplish for your brand and how will you meet your audience where they are? Consider questions like these and brainstorm.

You can offer a collectible like a digital outfit or NFT, collaborate with a metaverse platform to create a branded installation or event or use ads on a virtual billboard. These are a few common tactics, but don’t be afraid to think outside the box.

4. Choose a metaverse platform

Once you confirm that joining the metaverse aligns with your brand and audience, pick the metaverse platform that can help you execute your campaign the best. Consider which existing metaverses let you connect with users in a meaningful way. Contact us to get more details on how to join metaverse and share your brand with the world.

5. Invest and join the metaverse

Now that you’ve completed the other steps, it’s time to join the metaverse. If you would like to experience the metaverse as an individual first, explore the metaverse platform of your choice. Depending on the platform, it’s as simple as purchasing hardware or downloading software and creating an avatar.

If you’re interested in brand activation, collaborate with metaverse platforms to determine how to bring your vision to life. You’ll need to reach out to our representative to get more details and specific plan of collaboration.

各大品牌是如何加入元宇宙的

让我们来看看几个品牌的例子，以帮助激发你自己的活动。

Miller Lite 米勒啤酒

每年足球迷在观看超级碗比赛时都会囤一些冰镇饮料喝。2022年2月，米勒啤酒成为有史以来第一个加入元宇宙的品牌酒吧。Meta Lite酒吧由Decentraland主办，甚至播出了该品牌的超级碗广告。这个虚拟酒馆为21岁以上的顾客提供了互动游戏、摄影棚等。这个啤酒品牌还让用户有机会赢得500美元的现金，奖金可以用来在大比赛前塞满他们的冰箱。

How major brands join the metaverse

Let’s go over a few brand examples to help inspire your own campaigns:

Miller Lite

Each year football fans grab some cold ones while watching the Super Bowl. In February 2022, Miller Lite became the first-ever brand bar to join the metaverse. Meta Lite Bar was hosted on Decentraland and even aired the brand’s Super Bowl ad. The virtual tavern offered 21+ patrons interactive games, a photo booth and more. The beer brand also gave users the chance to win $500 cash to stock their fridges before the Big Game.

Target塔吉特

塔吉特公司在Horizon Worlds中推出了它的第一个元宇宙项目，名为“Take Pride worlds”。

在Horizon Worlds的“热门世界排行榜”上，这家大卖场零售商在1万多个世界中排名第46位。Target 以其DEI努力而闻名，因此将其年度庆祝活动带到一个新的领域，说明该品牌有能力拥抱变化和包容。

Target

Target launched its first metaverse project within Horizon Worlds called Take Pride worlds.

The big-box retailer peaked at #46 on the Horizon Worlds “Hot World Chart” out of over 10,000 worlds. Target is known for its DEI efforts, so taking its annual celebration to a new realm illustrates the brand’s ability to embrace change and inclusion.

NARS

NARS在Roblox上推出了名为NARS Color Quest的品牌体验，这是一个为期90天的品牌活动，灵感来自于该品牌流行的Laguna和Light Reflecting产品。该活动有四个虚拟岛屿，玩家可以赚取徽章和Robux（Roblox的货币）。玩家还可以定制他们的化身的妆容，并与朋友们拍照片。谁知道美容、冒险和视频游戏可以成为终极三重奏？

NARS

NARS launched a branded experience on Roblox called, NARS Color Quest, a 90-day brand activation inspired by the brand’s popular Laguna and Light Reflecting products. The activation features four virtual islands where players can earn badges and Robux (Roblox’s currency). Players can also customize their avatar’s makeup and snap photos with friends. Who knew beauty, adventure and video games could be the ultimate trio?

NARSCosmetics - Paradise found

耐克

耐克公司也一直非常积极地加入元宇宙的行列，并引领着潮流。更多详情，请点击这里跳转到我们此前发布的Rtfkt创始人：耐克的下一个Web3.0举措是黑色连帽衫

Nike

Nike has also been very active in joining the metaverse and leading the way. For more info please click hereRtfkt创始人：耐克的下一个Web3.0举措是黑色连帽衫

Nike - Welcome to NIKELAND

你的品牌呢？你想构建一个什么样的虚拟世界？元宇宙打开了以前被锁住的门，所以把握好这把钥匙，打开属于你的门吧。

Web 3.0就是由你、我、大家创造的，所以如果你喜欢这篇文章，请点赞、请关注、请分享！美好的未来就在我们手中！

What about your brand? How would you like your customers to see you in the virtual world? Metaverse opens doors that were locked before, so take this key and open yours.

Web 3.0 is created by people like you and me so if you enjoy the article, please like, subscribe and share. The future is bright!