With a market predicted to be worth $678 billion by 2030, more brands than ever before are dipping their toes into the virtual world to target its growing audience.
Stepping into an immersive future, Meta’s Horizon Worlds has become one of the first key players to take the social aspect of VR to the next level, releasing a platform where users can game, but also socialise.
Horizon Worlds is a free, immersive gaming platform that enables users to create and explore a number of virtual worlds within the metaverse. After its initial release in 2021, it’s taken the world of virtual reality by storm. On the back of Meta’s plan to create a global VR-infused social experience, the immersive social platform has become a hub for consumers and creators, as well as a bridge between social media and the metaverse.
When we think of the term ‘metaverse’ we imagine a gaming-based experience on popular platforms such as Roblox and Fortnite. However, the metaverse consists of so much more than just gaming.
As defined by Investopedia: “the metaverse is a digital reality that combines aspects of social media, online gaming, AR/VR, and cryptocurrencies to allow users to interact virtually.”
Given the potential, could Horizon Worlds be the key to boosting the awareness of your brand? As a virtual world that prides itself on being a direct reflection of real life, many household brands such as Wendy’s and MINI have begun to use Meta’s expanding virtual landscape to their advantage.
We unpick the platform that’s bridging a path between the creator economy and the metaverse, to reveal why Horizon Worlds could be the next best addition to your digital brand’s campaign strategy in 2023.
A deeper dive into Horizon Worlds
Horizon Worlds has become a hub for social content creators, ecommerce retailers and large global brands. Allowing marketers to extend their demographic reach on the platform has created some exciting opportunities for creators looking to develop their digital branding.
“The ability to sell virtual items and access to things inside the worlds is a new part of [the] ecommerce equation overall. We’re starting rolling this out with just a handful of creators, and we’ll see how it goes, but I imagine that over time we’ll get to roll it out more and more,” says Meta CEO Mark Zuckerberg.
While Horizon Worlds is still in its infancy, the long-term plan looks promising for brands looking to insert themselves within the metaverse. Taking a look at the creator economy alone, $10 million has been invested by Meta into the creator fund. This aims to open up opportunities for social content creators, influencers and small brands to sell digital products and experiences within the platform, all while gaining global exposure.
But just how much of an impact will this have on branded advertising?
How are brands using the metaverse?
Consumer demands are rapidly evolving in the wake of a post-pandemic digital shift. After 2020 saw the ecommerce industry grow by a third, we’re beginning to see more people buying, selling and socialising in a virtual landscape. From the rise of social commerce to a call for more hyper-personalised experiences, brands are working harder than ever to incorporate AR/VR’s rapidly growing market into their campaign strategy for a shot at boosting their brand image.
As you can see from BanklessTimes’ data, 30% of business leaders have already invested in the metaverse in an attempt to improve their branding and positioning.
In fact, some of the globe’s largest gaming, entertainment, food and fashion brands are making money from the metaverse’s ability to connect with consumers in a virtual environment.
Using social VR platforms such as Horizon Worlds to their advantage, brand giants such as BMW and Wendy’s are engineering the creation of branded virtual worlds, game-based product placement and immersive platform partnerships.
Let’s have a closer look at some of the key branding strategies that can be used to appeal to a new virtual audience.
Organic product placement
Improving product placement should be at the top of every brand’s to-do list. When engaging in platform-based partnerships with platforms such as Horizon Worlds, the key is to subtly drop product placements into virtual reality.
From logo-branded character customisations to digital versions of real-life products, allowing a consumer to engage organically with immersive product placement is an easy way to spread brand awareness.
One great example of this is the Fender Stratoverse. On its guitar-shaped island, visitors can explore the neck, body and headstock of this world, before jumping into an exciting riff-maker scavenger hunt.
The Stratoverse demonstrates organic product placement in its finest form by showcasing some of its most popular branded products in a virtual format. In fact, players can even win digital Fender picks and a selection of customisable wearables as they venture through levels.
Inserting products organically into a game-based user experience is a great way to raise brand awareness while still connecting with platform users in a social, non-promotional environment.
AR-infused virtual shopping
Using the powers of augmented reality, brands can use the metaverse to create an immersive experience for virtual shoppers.
Porsche and Hyundai are industry giants leading this trend, opening up virtual showrooms that allow users to have a virtual tour of the car before going to see the real thing.
Better still, some virtual showrooms now allow users to purchase a car completely within the metaverse. One example of this was the Model 3 Tesla that was sold virtually during the world premiere of Somnium Space in 2018.
Not only did this virtual sale provide a glimpse into what the future of virtual commerce could look like, but has since inspired brands such as Porsche, Hyundai and BMW to follow in its footsteps.
Host live 3D events
Rather than solely focusing on product placement, brands can raise awareness by partnering with industry competitors, popular platforms and trending creators to host immersive, 3D live events where consumers can enjoy brand-sponsored entertainment and activities, while still engaging with its products and services.
Meet the brands dominating Horizon Worlds
While Roblox and Fortnite have seen the most brand-based interaction over the course of the last two years, Meta’s Horizon Worlds is tipped to be a platform to watch in 2023 after hitting 300,000 monthly users in its first three months.
Bridging the gap between social media and the metaverse, Horizon Worlds is a perfect targeting spot for brands that want to reach wide, diverse demographics.
As we step into a new era of Horizon Worlds, these are some of the brands that have already taken the leap on the platform.
Wendy’s
In April 2022, Wendy’s launched its first virtual space within the Horizon Worlds Metaverse. Known as the first immersive Wendy’s restaurant, visitors will be able to play mini-games, take a peek behind the infamous counter and embark on a Wendyverse adventure.
"For years, we’ve been meeting our fans in unexpected ways and places with our unique approach to social media, gaming and engagement," says Chief Marketing Officer, Carl Loredo.
"We’re excited to take this to the next level by launching the Wendyverse in Meta’s Horizon Worlds and bringing a totally new dimension of access to our fans."
Stashed with easter eggs and opportunities to win real Wendy’s food, Horizon World’s Wendyverse continues to succeed in its attempt at product placement.
MINI
For like-minded gamers, MINI has also embarked on a partnership with Horizon Worlds as it continues to raise brand awareness in game format.
The BMW Group brand aims to excite potential consumers as they get used to driving a MINI in the metaverse. From driving quests to virtual thrills, Horizon Worlds users can unlock new cars, suits and characters as they challenge friends within the platform game.
“The MINI brand is all about fun and has always stood apart from others in how it brings this fun to life in cheeky and unconventional ways,” states MINI USA’s Communication Brand Manager Rah Mahtani. “MINI is excited to collaborate with Meta’s Creative Shop as the first automotive brand to create a virtual experience in Horizon Worlds, offering the fun of customizing and racing MINIs in this groundbreaking virtual reality.”
Looking forward
As the metaverse evolves, so do the opportunities for brands looking to raise awareness.
Those who favour creativity within a metaverse-based strategy are likely to see spikes in consumer engagement as they set the standard for industry competitors.
From innovative product placement to monetising creator-based partnerships, Horizon Worlds remains a stepping stone into a new social 2.0 era, where social platforms become virtual realities and online commerce becomes a consumer mainstream.
