The metaverse is still early and undefined but much of it is just the next version of networked experiences… in other words, the internet. Many of the dynamics and strategies will therefore be inherited from the internet. Airtank’s Jason Tabeling shows us how.

Key Takeaways

Here are a few key messages or insights that we gleaned from this session.

• The early examples of the metaverse involve 3D synchronous experiences can be seen in what Gen-Z is doing today, including spending time meeting and socializing with friends in places like Roblox.
• Brands that are showing early success are doing native integrations, such as Wendy’s Fortnite experience that involved a gamified contest to go around in the game smashing freezers (the campaign angle being that Dominoes is against having freezers onsite to engender freshness).
• But these early successes are all about big brands? What about SMBs? It will take time for them to adopt, but there will be baby steps along the way, such as location-based AR activations such as Google Live View.
• And again, the existing digital marketing and web/ mobile playbook will apply, in terms of having your listings correct and your local digital presence (in this case for visual searches and AR navigation) optimized.

Local and the Metaverse

The metaverse is more than AR and VR. What are the opportunities for brands and marketers today. How can local brands prepare for the metaverse and what will this mean for local marketing.

Jason Tabeling, Airtank