Web3 and Metaverse Advertising - How to Build Campaigns

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Web3 and Metaverse Advertising - How to Build Campaigns

The concept of Web3 and Metaverse is still in its infancy, but there are already a handful of useful ways to create comprehensive web3 marketing campaigns. With the recent rise in VR technology and Apple’s Vision Pro announcement, things are sure to be kicked off in 2024.

In this article, we’ll go through all advertising channels currently available in Web3, and weigh out their pros and cons to equip you for the revolution that’s about to take place.

Let’s begin.

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There are many ways through which you can advertise your brand in the web3 ecosystem, and all those ways have their niche audiences with custom mediums.

We’re excluding traditional channels like Social Media, Search Engines and Influencer Marketing as these are all too familiar to our readers.

Instead, we’ll be focusing on new and innovative channels that provide a different, experiential value to audiences.

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Broadly, there are 3 ways to promote your brand or project in web3, outside of traditional marketing channels, these are:

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PR Campaigns
Partnerships
Metaverse & Experiential Advertising

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Let’s pick them apart:

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PR Campaigns

When we’re talking about the web3 audience, we need to keep in mind that this is a very niche and capricious group. These highly informed individuals are looking at a set of trustworthy sources from news to articles to analytics platforms, and their switching cost is very high.

The NFT community is hard to impress with your regular ads, so you need to get creative, offer a significant amount of value, class and culture.

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There are websites like NFT Evening and NFT NOW that supply users with regular news updates, alerts and analysis of upcoming projects.
News platforms like these offer packages so you can bulk-purchase their services based on your needs and coverage interests. Some even offer display ads on their native websites.

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These mediums work for certain audiences and only in case of a clear purpose. When choosing to launch a PR campaign for your brand, it’s essential to think out all the important aspects of the campaign. Where and what it delivers, where it ties into the overarching marketing strategy and why it’s important to launch it at exactly this time. These questions may seem trivial at first, but we need to take into account the limited attention span of the web3 audience. It’s fair to say that you only get one shot, so use it wisely.

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Partnerships

One of the most important aspects of web3 advertising (or rather connecting), which is often overlooked by brands, is partnership/affiliate marketing.

The essential thing your brand needs to have in web3 is trust.
The degens of web3 are reluctant to trust brands that are “just in for the hype”, thus you need to make sure the community understands you’re here for a reason, and with good friends.

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Partnerships and collaborations with different projects is a great way to promote your brand organically within the web3 and Metaverse ecosystem.

There are many ways to do so, and different projects offer various advertising possibilities from shoutout on Twitter Spaces to entire new NFT collection drops. The playing field is yours.

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Metaverse & Experiential Advertising

And last but in no way the least, our flagship product, the Metaverse & Experiential Advertising. It’s filled with opportunities left and right, you just have to take advantage of the emerging technology!

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There are so many ways to promote your brand and leave a lasting impression on your users, one that they won’t soon forget.

Let’s see what they are:

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Custom Events

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There are a lot of things you can do in the Metaverse, it’s a 3D environment ready to be shaped for the best-possible experience for your users.

We’ve onboarded Coca-Cola and Meama Coffee with the launch of their custom events and venues in Decentraland, inviting all Metaverse citizens and breaking several records in the process.
Players were invited to play fun P2E (Play to Earn) games at their venues, claim amazing wearables and physical gifts, and take part in rewarding raffles.

Events like these make your users feel like they’re a part of your brand, and of your journey, while keeping your name at the top of their mind.

Now with even more immersion via Apple’s Vision Pro and soon-to-be-released Meta Quest 3, the technology delivers limitless possibilities, literally and metaphorically.

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Billboard Advertising:

Alongside events stands billboard advertising in popular Metaverses.

MetaViu’s current network covers all leading Metaverses including Decentraland, The Sandbox Game, Somnium Space and others.

These billboards (owned by Metaverse citizens) provide a wide coverage for your brand messages, and they’re also clickable!

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We made sure to spread the word about Coca-Cola’s event through our billboards which attracted a lot of users to the venue.

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AI Avatars & Digital Merch:

Custom wearables are like physical merchandise for your Metaverse users. It’s a great way to give the token of appreciation to your audiences (pun intended).

Naturally, these need to be organic and deliver the feel of your brand, which is a make or break on the first try.

Custom digital wearables are collectibles that stay with the user long after your campaign has come to an end, so we sure love creating them for our clients!

You can see Coca-Cola’s gift wearables from their event in Decentralad below:

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Our newest product, still in its experimental stage, Metaverse AI Avatars are programmatically attuned to events happening in Decentraland.

They rock your brand’s wearables and roam around popular events, spreading the word and endorsing your message in the process.

They’re not your standard bots, these are sophisticated and player-like avatars that create the feel of your brand in the Metaverse, extending your brand reach.

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