Rise of Metaverse Events
In the last two years, COVID-19 has inexplicably changed the way we communicate both in business and in our personal lives. At the start of the pandemic, event planning professionals struggled as events all over the world were indefinitely canceled. Then came the rise of virtual events. From live-streamed workout classes to corporate webinars, the world learned how to adapt to our ‘new normal.’ As we all adapt to the world of virtual events, it only makes sense that technology would adapt along with us. Enter: the metaverse. A term that has seemingly taken over the virtual event landscape in the past year, the metaverse promises to shift the way we experience virtual events forever. So, what is it? And what will it mean for PR and event professionals? Let’s dive in.
WHAT IS THE METAVERSE?
The metaverse is the future of the digital space. It’s meant to be an immersive online experience—a virtual world just as dynamic as the real world. Remember those futuristic movies where people can become fully immersed in an interactive online space with a pair of virtual reality goggles? Well, we’re not far off from that.
METAVERSE AND VIRTUAL EVENTS
From software titans like Microsoft to game creators like Roblox, large companies everywhere are working to bring the metaverse to life and turn it into the future of virtual events. Many virtual events fall short of bringing participants the same excitement that physical events provide, but the metaverse will seek to change that. If done right, the metaverse could allow people from around the globe to come together via virtual events without concerns of child care or travel budgets.
According to a recent LinkedIn study, 71 percent of event organizers believe that virtual events deliver a greater return on investment (ROI) than physical events. This is largely due to the fact that unlike physical events, virtual events are “COVID-proof” in that they do not require cancellation when a new surge strikes. Because of this increased level of security, virtual events saw an even higher ROI in 2021.
HOW CAN PR PROS TAKE ADVANTAGE OF THE RISE OF THE METAVERSE?
As PR professionals, it’s our job to be on top of the latest trends and use them to our advantage. In 2022, we can absolutely expect the rise of the metaverse and metaverse events to play a pivotal role in the way we interact with one another. As more brands and consumers start to get involved in the virtual world, it will be more important than ever to transition digital campaigns into this space. So, how can PR pros get involved in the metaverse? You can start by digitizing products. By creating digital versions of products and services, PR pros can help brands increase their exposure in this new digital space.
A great example of a top brand in the metaverse is Balenciaga, who created digital clothing for Fortnite and debuted a short episode of The Simpsons for Paris Fashion Week in which the characters wore outfits from the brand. Virtual brand partnerships are another great way to get involved by creating a collaborative digital experience for consumers. If you haven’t already begun to get involved in the metaverse, the time is now. The future is here, and it’s looking virtual.
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