Bigger Than Meta
Bigger Than Meta. Immersive Tech Deepens Social Experiences. 2022 was a challenging year for Facebook's metaverse efforts, but other players in the space, such as Roblox and Minecraft, have seen tremendous success with over 400 million users. Marketers are taking notice, with 29% viewing Web3 and gaming as a priority, up from 10% a year ago. Brands like Gucci and Chipotle are capitalizing on the trend by creating digital spaces and using immersive experiences to engage with customers.
This trend originates from the report:
OGILVY - Social Media Trends 2023
After spending more than $10BN, traction remains low with the user experience described as lackluster. But there are many other “metaverses” (primarily in gaming) with at least 400m users - Roblox leads with 230m followed by Minecraft’s 165m. According to WARC’s annual survey 29% of interviewed marketers view Web3 and gaming as most significant to their plans, up from only 10% a year ago.
Once the PR dust settled (because at one point every major artist was performing in Fortnite), we started seeing more robust metaverse experiences across the board. Gucci created its permanent digital space Gucci Town. The premise is simple: capitalize on scarcity (even if only virtually), gamification and community.
Chipotle, who leads by example when it comes to immersive experiences, used Roblox to engage with users, letting them customize burritos which they can get for free in a physical POS, combining the best of both worlds..