You’ve probably heard of the Metaverse, which aims to move the world into the next stage of the digital era.
In fact, you’ve probably seen it in movies like Free Guy and Ready Player One, where what seems like movie magic is actually the Metaverse in action.
The Metaverse blurs the lines between virtual and physical reality.
If you’re a business owner, the Metaverse is also invaluable in helping you grow and connect with customers. The key is preparing your business for the transition to join the many Metaverse companies out there.
What is the Metaverse?
The concept of the Metaverse has been steadily gaining popularity. It became even more popular when Facebook officially rebranded to Meta. With this move, Facebook Mark Zuckerberg attempted to lead the way to the future by fully embracing the concept.
The origins of the Metaverse actually started in the early 1990s, when author Neal Stephenson coined the term in the ‘92 sci-fi novel Snow Crash. The concept of the Metaverse was very similar in that novel. In the book, the Metaverse served as a digital escape from a dystopian real world.
Today, the Metaverse is a 3D digital realm that functions as an extension of the real world.
People can create virtual avatars that represent them, with the ability to create a parallel life in the Metaverse. Users can then interact with other avatars, shop from businesses, enjoy various hobbies, and much more.
Although the Metaverse isn’t fully realized yet, Metaverse companies are appearing and attempting to pave the way for the future. Additionally, augmented reality (AR), virtual reality (VR), and mixed reality (MR) technology continue to develop. Eventually, nearly everyone will be able to make their home in the Metaverse.
Many people associate the Metaverse with gaming, which is its primary application at this point. Online games like Fortnite and Second Life have integrated into the Metaverse. However, the capabilities of the Metaverse will extend far beyond gaming.
How to Enter the Metaverse as a User
There currently isn’t a central gateway to enter the Metaverse. Instead, users can access it through different platforms using the right equipment.
One piece of equipment that you can use is Meta’s own Oculus Quest 2 VR headset. For people on a tighter budget, Google Cardboard is another product that serves the same function.
To help users get the most from the Metaverse, tech giants have offered unique immersive experiences.
For example, Decentraland is the first virtual world that users own. In this world, people can create new virtual environments, objects, and more. They can also explore user-owned worlds and engage in all types of virtual activities. In addition, users can trade with others through the world’s internal economy.
Users don’t necessarily need equipment like VR headsets to access worlds within the Metaverse, either. You’ll be able to access it via your smartphone or a tablet. These tools will also allow you to use AR integrations.
As the Metaverse becomes more concrete and more users enter it, businesses will benefit from becoming Metaverse companies.
Metaverse Companies
The following are some examples of the brands taking full advantage of the Metaverse and what it offers so far.
Wendy’s
Wendy’s is embracing the Metaverse with a virtual world of its own. The brand has developed the Wendyverse, which aims to meet its customers where they are online.
The Wendyverse is a kind of virtual experience that allows for many levels of interaction with Wendy’s. The experience begins when people enter a virtual Wendy’s restaurant, which then leads into a larger town. Here, visitors can engage in different activities. For instance, they can order virtual fries at Wendyverse Town Square Central. Meanwhile, they can play Wendy’s-themed games at the Wendyverse Partnership Plaza.
Wendy’s has also found a way to combine the digital realm and the real world by enabling Wendyverse visitors to win discounts on food items.
Chipotle
Chipotle is also jumping into the Metaverse.
The company launched its Burrito Builder through the game Roblox. The experience allows Chipotle customers to roll virtual burritos to win Burrito Bucks. Customers can then use their Burrito Bucks to buy real burritos in Chipotle restaurants.
The inspiration for the Burrito Builder came from social media. The company found people were comparing rolling burritos to playing a video game. Because of this, Chipotle combined the two.
Chipotle also took inspiration from the Metaverse in creating its actual food items. In April this year, Chipotle made a new menu item available based on a poll involving the Roblox community.
McDonald’s
Among the Metaverse companies leading the charge is McDonald’s. The company recently filed applications with the U.S. Patent and Trademark Office that show the brand is getting ready to go digital through the Metaverse.
According to industry insiders, McDonald’s goal is to operate a virtual restaurant that allows people to have food delivered to their homes. The company is also likely to get on board with trademarked non-fungible tokens (NFTs). These and other virtual items will allow for full integration into the Metaverse.
This isn’t McDonald’s first rodeo. In January, the company partnered with fashion trailblazer Humberto Leon to curate a unique VR experience, celebrating the Lunar New Year.
McDonald’s Lunar New Year Experience
Panera
In February, Panera entered the Metaverse. Specifically, the company filed a trademark application for the Paneraverse, much like Wendy’s Wendyverse.
The first trademark for Panera applies to downloadable virtual items, such as NFTs and virtual food products for financial transactions. The other trademark pertains to the Paneraverse, which will function as Panera’s virtual restaurant and entertainment platform.
These are just a few examples of big brands jumping into the Metaverse and shaping the future of the digital customer experience.
Others are likely to join in as they attempt to establish stronger connections with consumers on virtual platforms. Whether they create entire worlds or smaller engaging experiences, there are plenty of ways for companies to harness the power of the Metaverse.
Looking for a place to eat in the metaverse?
Look no further than the PANERAVERSE.@panerabread has filed a trademark application indicating that the company will offer “virtual restaurants and cafes” under the PANERAVERSE brand.#Metaverse #web3 #Panera pic.twitter.com/v2hgHUxwrA
— Josh Gerben (@JoshGerben) February 8, 2022
Tips for Brands to Market in the Metaverse
The following are some guidelines to follow if you plan on entering the Metaverse as a business.
Sell What Sells for You
Many businesses may attempt something new when they first get into the Metaverse. They might try to become innovators with new experiences and concepts.
However, it’s best to continue selling what sells for you. If you continue to give people what expect from your brand, you’ll continue to appeal to customers, whether online or offline.
You can still try new things, but stay true to yourself and your offerings. Remember, people like change, but only to an extent. In short, keep doing what works for you.
Meet People Where They Are
It’s also important to keep in mind that as more and more people transition into digital lifestyles, fewer will wind up visiting physical businesses.
This is why companies like McDonald’s are enabling customers to use the Metaverse to order products and have them delivered to their homes. They’re also offering immersive virtual experiences that effectively replicate the in-store experience. You should do the same if you want to connect with customers wherever they are.
Wrapping Up
The Metaverse is becoming very real.
Big brands are already jumping in and building custom experiences for its customers. It won’t be long before more companies follow suit.
If you’re thinking about bringing your brand into the Metaverse, remember to design an experience that stays true to your brand and offers value to your customers, whether that’s building a virtual world or offering virtual products.
