How to launch a successful Mataverse marketing campaign with fandom – Campaign Brief Asia
Metaverse is one of the hottest buzzwords 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 turned out to be the biggest meeting of metaverse fans in the world.
They didn’t open the free verse in hopes of gaining traffic and selling their products; instead, they used the power of fandom to acquire fans in-verse by using their proceeds as a ticket to attend a Metaverse event.
3,500 tickets for the event were sold out in less than 30 minutes, with more on the way. They predicted that over 10,000 people would attend their Metaverse event on the day of the event. It will become the biggest Metaverse fan meeting in the world!
What is their product? It’s a sausage!
NOT JUST CONSCIOUSNESS BUT FOR SALE.
In March, CP, Thailand’s leading food company, launched a new Metaverse campaign for 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 this – Asian fans are crazy about their idols. Especially if they are developing a limited edition product or hosting 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 idols, as their presenter. He has a million followers online. Gather, the 2D Metaverse platform was used to create its Metaverse world. Because Gather is the most convenient platform, with over 10 million users worldwide.
METAVERSE IS ABOUT PEOPLE, NOT PLACES.
This campaign experience design is exceptional. They promoted the campaign to the target group using a fandom strategy and gamification design for people to enjoy the journey to the Metaverse event under the supervision of Yell Advertising, Gather’s APAC’s first partner agency.
In a metaverse, a brand needs to make room for fans, not just itself. It seems like a theme park experience. Although they are avatars in this verse, you need to make sure that every aspect of a card is enjoyable and exciting.
Yell Advertising also developed the digital controller program 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 example of metaverse marketing benefiting brand sales. But that’s just the beginning of marketing in Metaverse. The Metaverse era has a lot to offer brands, agencies, and consumers in the future.