Amid a number of the hype surrounding the metaverse, I used to be struck by a Washington Publish profile of Tim Sweeney, CEO of Epic Video games, creator of Fortnite. The article included this synopsis of Tim’s imaginative and prescient for manufacturers and the metaverse:
“The metaverse … could be an expansive, digitized communal area the place customers can mingle freely with manufacturers and each other in ways in which allow self-expression and spark pleasure…
“It will not be the manicured, ad-laden information feed offered by platforms like Fb.”
As model groups take into consideration methods to experiment with the metaverse, there’s a danger of promoting myopia. From inside a advertising and marketing workforce, it may be straightforward to think about that customers are simply ready to “mingle freely” with their model. Entrepreneurs typically over-inflate simply how a lot folks take into consideration manufacturers or wish to have interaction with them.
I noticed the sort of advertising and marketing myopia as a Common Mills summer season intern years in the past. That summer season, the cereal division debuted a complete Theme Park centered on Common Mills cereal manufacturers contained in the Mall of America. It was referred to as Cereal Journey and it featured a two-story Fortunate Charms slide, cereal-themed video games, instructional choices about how cereal is made, and an opportunity to stroll by a mock cereal manufacturing facility. All cereal, on a regular basis. So assured within the enchantment to “cereal followers”, they even charged admission.
It turned out that guests didn’t actually care about cereal manufacturers and the making of cereal as a lot as cereal entrepreneurs thought they’d. The mission was shelved a 12 months or two later (though I nonetheless have a Wheaties field with my image on it someplace).
I see a number of the mindset behind Cereal Journey in how some advertising and marketing groups discuss their manufacturers’ surefire enchantment within the metaverse. The sort of advertising and marketing myopia additionally appeared within the early days of manufacturers on Fb, and each newer social media platform that got here alongside.
Whether or not constructing a world or dropping a model expertise into an current platform, it’s necessary to maintain in perspective the precise function of the model in folks’s lives. Finally, manufacturers have to satisfy folks the place they’re.
Listed here are a couple of associated cartoons I’ve drawn through the years:
“If advertising and marketing stored a diary, this may be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs