The metaverse is being talked about everywhere you look lately, and yet many consumers aren’t quite sure what it is. The truth is, not even its creators know what it will become eventually—many moving parts are constantly evolving, which opens up some exciting opportunities for agencies seeking new avenues to reach target audiences.

When an agency is among the first to embrace a new technology or platform, it can learn a lot about how to best leverage that innovation to meet its clients’ goals; however, compared to its late-adopter competitors, it also has a shorter on-ramp before audiences see what their efforts have produced. Here, 16 members of Forbes Agency Council offer exciting and creative ideas an agency can use to ensure any brand activation crafted expressly for the metaverse provides a memorable customer touch point.

1. Build Creative That Is Personalized

Based on user profiles, agencies can target individuals with unique content. For example, an agency can retarget a client that has purchased a product already with a custom coupon code that is unique to them for future purchases. Using interactive ad units in the metaverse, the agency can design a personalized ad for this purchaser. – Geoff Crain, Kingstar Media

2. Bridge Digital And Physical Worlds

For me, it would need to be an activation that bridges digital and physical, as the jury is still out on the metaverse and its potential. Given the sectors in which we work, a music event would work. For example, take a well-known festival to the metaverse and then create a pop-up at that same real-life festival where people can enter the metaverse while at the actual event. – Jules Herd, Five in a Boat

3. Create Immersive VR Experiences

To move beyond other early adopters, agencies should find ways to surprise and delight where the real world and metaverse meet, such as a virtual reality test drive at a car dealership that immerses the client in an exciting driving experience. Or, imagine a family vehicle where kids get their own VR headsets and can choose different soundtracks and scenery for virtual rides while their parents listen to the sales pitch. – John Dutton, Camden Advertising


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