Meet your avatar in the metaverse

The metaverse is still in its infancy, but it has enticing prospects for the events industry.

The metaverse is powering brand storytelling, and increasing interaction across different formats.
The metaverse is powering brand storytelling, and increasing interaction across different formats. Photo Credit: gettyimages/wildpixel

Virtual, online and hybrid events have become familiar terms to every event planner over the last two years. The metaverse is promising to take the best of all these to a whole new level. It’s an immersive 3D, high-definition online environment where you can move around, play, interact and engage. In the metaverse, you aren’t just watching an event on a screen, you are in the event.

 

So what are the benefits? Scale is an obvious one - by hosting an event in the metaverse, your audience is unlimited, meaning you can target a huge number of attendees.

 

While the technology isn’t quite there yet, Fornite’s tie-up with Travis Scott in 2020, where millions watched a giant-sized version of the artist marching through the game, gives a taste of what could be achieved. The ability to provide exclusive ‘areas’ is another benefit - where VIP guests can mingle, where event-themed purchases can be made or where exclusive content can be hosted.

 

The influencer of the future inspired us, says Adam Harriden, executive creative director at Invnt APAC.
The influencer of the future inspired us, says Adam Harriden, executive creative director at Invnt APAC.

 

For Invnt Group, the Global Brand Story Project, the metaverse is enabling events and live experiences to be reinvigorated with a flexibility that allows for more interaction, creativity and global community building. It says that more and more brands are including innovation verticals into their plans and brand roadmaps.

 

Not only is the metaverse powering brand storytelling, it’s also increasing interaction across different formats, from the virtual to out-of-home advertising platforms. Invnt APAC, part of Invnt Group, created and launched Australia’s first-ever 3D billboard, providing an insight into the way technology and data can evolve to help brands create deeper connections with consumers in a metaverse-inspired world.

 

Adam Harriden, executive creative director at Invnt APAC, who led the project, says the agency wanted to create an experience that showed Australia’s leading tech and gaming influencers a new future self, essentially enabling them to be the ‘main character’ within their lives.

 

“In a world that’s getting harder every day to be an individual and stand out, the influencer of the future inspired us,” he says. “While influencers are in real life today, our team sat back and thought about how they are going to influence in the future, and how technology and data will evolve their role, particularly in the metaverse.”

 

Hardware costs may be a barrier to mass take-up but the metaverse is a tempting option for those brands that want to stay ahead of the curve.



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