The metaverse will drive brand loyalty, but utility for users is essential
The “metaverse” — a vision for interconnected digital worlds opening up the seamless movement of data and value — looks to change the very fabric of the internet. This new digital frontier allows brands to engage with their loyal supporters directly by tapping into digital assets and experiences designed to promote loyalty.
Web3 technology, such as non-fungible tokens (NFTs), has already proven its benefit in promotional campaigns, with the likes of Coca-Cola and Kia harnessing this tech in various activations. However, the rise of the metaverse looks to bolster the potential of NFTs, bringing new experiences and content with it and unlocking new ways for brand names to engage with their supporters. By creating digital assets that offer unique perks to those who hold them, users will be incentivized to continually return and interact.
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