The Extended Reality of the Metaverse: A New Normal for Users and the Challenge for Brands
For those who still believe that the Metaverse is just a place within Facebook, they are missing out on an exciting new world for both users and brands alike. Welcome to the Extended Reality.
In this ever-evolving technological world, there's a trend taking center stage: the Extended Reality of the "Metaverse." This might sound like a concept from a science fiction movie, but it's beginning to become a fascinating reality.
Especially in a generation where nearly 48% prefer socializing through digital channels and invest up to 12.2 hours a week playing online.
This generation lives in a world where the boundaries between the physical and digital blur, where you can design and experience a life as valid as the real one.
Let's explore this exciting trend, highlighting examples from platforms like Fortnite and Snapchat, and how some brands are successfully marketing products in this new environment.
Extended Reality: Where Worlds Collide
The term "Extended Reality" or "Metaverse" refers to a virtual and digital universe that exists parallel to the physical world. It's an online space where people can interact, socialize, work, and play. One of the most notable examples of this is Fortnite, a video game that has become a digital meeting space. Players not only compete but also socialize, create, and share experiences within the game.
Snapchat: Bringing Extended Reality to Your Pocket
Snapchat, the popular multimedia messaging platform, has been leading the way in terms of extended reality. With its augmented reality (AR) filters, it has allowed users to experience the perfect blend of physical and digital. Snapchat's filters have brought extended reality to millions of people worldwide, allowing them to experience and create engaging content with just a few taps on their phone screens.
Brands in Extended Reality: Beyond Conventional Advertising
Extended reality has also opened up new opportunities for brands. One brand that has successfully marketed products through extended reality platforms is IKEA. The Swedish furniture company has launched an augmented reality app that allows customers to visualize how furniture will look in their homes before making a purchase. This not only streamlines the decision-making process but also creates a more engaging and personalized shopping experience.
Or perhaps a more recent example is Heinz's initiative with Call of Duty, bringing players a benefit from offline to digital: maps to find safe places to eat while playing.
The rules are changing.
The Future of the Trend: Implications for Customers and Brands
Customer Experience at a New Level: With extended reality, brands have the opportunity to take customer experience to a whole new level. Consumers can interact with products and services in a more immersive and personalized way.
Innovation and Creativity Without Limits: The extended reality trend opens up a world of possibilities for innovation and creativity. Brands can design unique and astonishing experiences that captivate their audience in unprecedented ways.
New Ethical Challenges: As the boundaries between the physical and digital blur, new ethical challenges also arise. Brands must ensure they use this technology responsibly, respecting users' privacy and security.
In other words, the Extended Reality of the Metaverse is transforming how we live, work, and interact with brands.
From Fortnite to Snapchat and brands like IKEA or Heinz, we are entering a new era of digital possibilities. This trend promises a richer customer experience, boundless innovation, and new ethical challenges. As we continue to explore this exciting digital world, it's important to be prepared for what's to come and embrace this new era of creativity and technology.
And this is becoming even more relevant considering that this generation of young people settling into this digital world today represents 25% of our country's population.
The future has arrived, and relevant brands will be those that can join this Extended Reality!
