Consumers have warmed up to creating digital identities in virtual environments thanks to games like Roblox and Animal Crossing.
Virtual branded experiences have grown in popularity amid the pandemic. These environments allow companies to directly connect with consumers and promote products. Virtual worlds can serve as a full-funnel channel, enhancing the brand value and providing direct customer feedback, as more brands are expected to convey their ideas and values.
Further, marketers can tailor offerings to preferences, which isn’t possible in a physical space, notes Amal Jomaa, head of fashion at So Real. P&G-owned skincare brand SK-II launched its virtual hyper-realistic branded world, inspired by SimCity.
However, some critics of virtual environments are speculating that post-pandemic consumers will spend less time online, and hence brands should be cautious. Companies should offer a combination of convenience, personalisation and fun in the virtual worlds to succeed.
[5 minute read]