It might be a case of FOMO or a genuine recognition of the future potential of the Metaverse but big global brands are upping the ante and embracing what they believe might be Web 3.0. From Nike to Gucci, brands are making a serious play as the action shifts to the Metaverse. We look at how the big names are making this shift.
McDonald’s: In February 2022, McDonald’s filed multiple trademark applications to the US Patent and Trademark office covering McDonald’s and McCafé. One of these is for a virtual restaurant that will deliver food online and in-person as well.
The company also applied for a trademark for virtual food and beverage products and entertainment services that include ‘online actual and virtual concerts.’ Josh Gerben, a trademark lawyer said that this move would protect the idea of a McDonald’s restaurant in the Metaverse that can sell both virtual and real-world food.
Samsung: The brand’s first major smartphone launch of the year also saw a Metaverse component. Samsung hosted the launch of the Galaxy S22 flagship series as part of its Galaxy unpacked event on Decentraland, a cryptocurrency-focused virtual world that users can create, explore and trade in. Users could access this platform via a desktop browser and create an avatar that allowed them to navigate the blockchain-powered virtual world with a mouse and keypad.
This event was staged at Samsung 837X, a virtual building that’s designed to be a replica of its flagship New York experience centre on Decentraland. Some users experienced technical glitches during the event though.
Gucci: As early as May 2021, Gucci tied up with gaming platform Robolox to host Gucci Garden, an art installation of sorts to woo Gen Z consumers. This installation aimed to replicate a real-world experience in Florence that allowed Gucci to tell its story ahead of its centenary.
Visitors could view, try and purchase digital Gucci products to fit out their blank genderless avatars. The avatars could then walk through themed rooms where they would absorb elements of each area.
Louis Vuitton: Some gamers proclaimed that LV’s Louis the Game was more fun than Fortnite. The brand celebrated its second centenary with an adventure game featuring Vivienne who has to travel through six worlds collecting 200 candles to commemorate this special birthday.
This PlayStation-styled role-playing game (RPG) lets you run around and collect items as you dress up your character in Louis Vuitton fashion wear. Louis Vuitton added another element to the game – 30 NFTs crafted by artist Beeple were placed around the game for players to find. LV struck a chord with younger audiences without forcing players to make any purchases. These NFTs could not be traded (unlike other blockchain games), making them cool digital collectibles.
Nike: Jon Donahoe, President and CEO of Nike, dubbed the brand’s acquisition of RTFKT, an NFT studio that produces digital collectibles (including digital sneakers) as a step towards Nike’s digital transformation. He called it the “intersection of sport, creativity, gaming and culture.” It might have been RTFKT’s collaboration with teenage artist FEWOCiOUS to sell real sneakers paired with virtual ones that prompted Nike’s acquisition of this NFT Studio in December 2021.
RTFKT sold 600 pairs and NFTs in six minutes, netting over $3.1 million. The acquisition comes against the backdrop of Nike’s seven new trademark applications that signal its intent to produce and sell Nike-branded virtual footwear, apparel, and accessories for use in virtual environments.
