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Metaverse Marketing: Beam Me Up


Decentraland is a magical, mystical place with surprises lurking round each digital nook. Massive names like Samsung and Miller Gentle are already utilizing Decentraland to host digital activations that create and strengthen consumer-brand relationships. Make no mistake, that is the following evolution of ecommerce.

Decentraland presents an immersive house that can be utilized to curate compelling digital experiences for shoppers. The metaverse advertising and marketing techniques getting used listed here are on the bleeding fringe of digital advertising and marketing.

As I proceed to discover new digital developments and hunt for progressive advertising and marketing concepts, I will likely be sharing a few of my most promising discoveries by a sequence of publications titled “Metaverse Advertising and marketing”. Whether or not you’re an keen younger advertising and marketing skilled or a curious boomer, be happy to observe alongside and be a part of me on my metaverse advertising and marketing journey.

Beam Me Up

Firstly of the month, I formally entered the metaverse. I had been in metaverses earlier than, however solely as a vacationer. This time I used to be in Decentraland on strict enterprise. I used to be scouting for recent concepts to implement into my firm’s latest metaverse challenge, Petaverse, the primary official metaverse pet firm.

I began by consulting with my good buddy Jake, who writes analysis stories on metaverse actual property and covers thrilling Decentraland developments in his Metaverse Explorer sequence. Jake was form sufficient to advocate some must-see sights for a metaverse noob like myself. The day was April 20th, 2022, and first up on the checklist was a 420-themed occasion at Xetaplex, a well-liked Decentraland occasion venue.

My first impression of the occasion might be described utilizing one phrase: weed. From weed skins to fluorescent weed disco balls, there was no scarcity of weed-themed decor. Solely as soon as I took a step again to tone down the graphics lag did I start to see the larger image.

This wasn’t simply one other 420-themed occasion, it was a extremely coordinated occasion selling metaverse DJ Jack Frost’s newest hit single “Beam Me Up,” a first-person comedic recount of Jack’s expertise of going by airport safety with marijuana.

metaverse marketing

Xetaplex Venue Through the Beam Me Up 420 occasion 

The very first thing I seen on the entryway to Xetaplex had been the posters. 2D Posters displaying the quilt art work for Beam Me Up peppered the dance ground and perimeter of the venue. When clicked, the posters hyperlinked out to Jack’s NFT assortment for the occasion.

The NFTs featured the quilt art work and audio for Beam Me Up, however additionally they doubled as tickets granting guests admission to the occasion. You possibly can nonetheless go to the venue with no Beam Me Up NFT in your crypto pockets, however the audio-visual parts of the live performance could be hid to you.

Rolling Up

Once I first arrived on the live performance, I hadn’t but bought a ticket. I discovered myself standing amid a whole bunch of dancing avatars however feeling alienated. I likened this to eradicating your headphones at a silent disco. Everyone round you is vibing to the music and also you’re simply misplaced in an ocean of silent swaying our bodies.

Even in silence, I may nonetheless sense the power of the group. The FOMO was starting to set in, however I wasn’t fairly bought on the 0.05 ETH ($120) value level. I wanted one thing extra compelling to color an image of the expertise and present me how it might really feel to be one with the group. I began combing by Twitter hashtags for the occasion, searching for inklings of video from ticket holders.

I searched and searched to no avail. Finally I plugged again into the metaverse and commenced wandering across the venue searching for clues. I clicked on one of many Beam Me Up posters and it directed me to the OpenSea NFT market for the occasion.

An NFT of the Beam Me Up music video was entrance and heart on the touchdown web page of {the marketplace}. I clicked play and the video started. It was a goofy but surprisingly catchy manufacturing that includes Jack Frost in a head-to-toe “astronaut go well with” strolling by airport safety and into a non-public jet touting copious quantity of bagged weed.

Following Jack had been pilots, TSA brokers, and enticing stewardesses all hoping to affix in on the enjoyable. When the jet took off, the occasion started. Lights flashed as Jack and his crew danced across the cabin of the plane getting lit and popping bands.

At that time, my FOMO gauge was redlining. I had to purchase a ticket and expertise this for myself. Happily, I used to be already on {the marketplace} and my ticket was simply two-clicks away.

metaverse marketing
Live performance Attendee Posts from the Beam Me Up Occasion

Securing the Bag

My introduction to the Beam Me Up occasion was comparatively unconventional. It’s probably that many of the attendees both found the live performance by the official Decentraland occasions web page (15k day by day guests) or they got here throughout one in all quite a few social media promotions for the occasion. Along with the occasional natural promotion, tons of individuals had been Tweeting concerning the occasion for an opportunity to win Decentraland wearables in the course of the present. 

To be entered into the giveaway, guests needed to pose close to one in all a number of Beam Me Up posters, take a screenshot, Tweet the screenshot with the hashtag #BeamMeUp and tag @NftFrost. Customers additionally needed to embrace their ETH pockets addresses. Within the case that they gained; a limited-edition wearable merchandise could be airdropped to the tackle supplied. I counted no less than 95 posts ensuing from this promotion alone. 

For the reason that occasion on April 20th, 2022, DJ Jack Frost has bought 28 Beam Me Up NFTs at a median value of $224.14 amassing roughly $6,275.92 price of income, not together with the latest sale of the official Beam Me Up music video NFT for a further $2,789.33. That is a formidable return for an artist who, on the time of writing, had solely 73 month-to-month listeners on Spotify.

I may also conclude with affordable confidence that there have been no less than 100 attendees to Xetaplex over the course of the occasion, and I do know that promotions for the occasion obtained greater than 200 engagements on Twitter alone. Jack Frost’s Beam Me Up live performance was an apparent testomony to the facility of metaverse advertising and marketing.

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