Metaverse is one of the most buzzed words in 2022. Many brands use a lot of verses in their plans, but the most important thing to know is what people expect from them. Increase sales, brand awareness, or just FOMO. Here Yell Advertising in Bangkok explains.
A very successful Metaverse campaign took place in Thailand in March. It proved to be the world’s largest metaverse fan meeting.
They didn’t open the free verse in the hope of gaining traffic and selling their products; instead, they used the power of fandom to acquire fans in the verse by using their product as a ticket to attend a Metaverse event.
3,500 event tickets were sold out in less than 30 minutes, with more on the way. They predicted that more than 10,000 people would attend their Metaverse Event on the day of the event. It will become the world’s largest Metaverse fan meet!
What is their product? It’s a sausage!
NOT ONLY AWARENESS BUT FOR SALE.
In March, CP, Thailand’s leading food company, launched a new Metaverse Campaign for the Sausage. They didn’t want to get involved in a Metaverse fad, but their goal is to increase sales in the first half of 2022.
CP Sausage used to have a fandom strategy every year in order to reach a new generation of consumers.
The successful track record confirmed to this – Asian fans are crazy about their idols. Especially if they develop a limited-edition product or host an exclusive event. It is not only Thai fans we are looking for, but also people from China, Korea, Japan, and other ASEAN countries.
They were still following the same plan this year. They used Mew Suppasit, one of Thailand’s most famous male idol as a presenter. He has a million online followers. Gather, the 2D Metaverse platform was used to create his Metaverse world. Because Gather is the most practical platform, with over 10 million users worldwide.
METAVERSE IS ABOUT PEOPLE, NOT PLACES.
This campaign experience design is outstanding. They promoted the campaign to the target group using fandom strategy and gamification design to make people enjoy the journey to the Metavers event under the supervision of Yell Advertising, the first Gather’s APAC partner agency.
In a metaverse, a brand must make space for fans, not just for itself. It seems to be a theme park experience. While they are avatars in that verse, you must ensure that every aspect of a map is enjoyable and exciting.
Yell Advertising also developed the digital controller program in order to provide a “seamless experience” in the Metaverse event.
Since last year, Yell Advertising has hosted numerous Metaverse events across Asia through the Gather platform – including the successful CP campaign.
This is a rare instance of metaverse marketing that advantages the brand’s sales. But it is just only the beginning of Marketing in Metaverse. The metaverse era has a lot to offer brands, agencies, and consumers in the future.