Love it or hate it, “phygital” is a word being used to describe how the metaverse uses digital community, customization and gaming to inspire real-life product discovery and commerce. These partners “helped guide us to make strategic decisions that were relevant to the Roblox consumer,” said Petrick. PUMA even collaborated closely with the Roblox team and developers at Wonder Works to shape all the components and ensure that the game best represented the brand. For “PUMA and the Land of Games,” that meant getting marketing, social, innovation and even product teams together to shape the vision and story. Our approach is to work collaboratively with each partner to add value in ways that feel genuine.” Collaborate to build an immersive worldīecause Web3 encompasses so many things, different teams and functions need to work together to make an impact. We’ve decided to partner with a handful of authentic and creative communities to deliver unique and exciting programs. We recognize that there really is no Web3 playbook. “We are not taking ourselves too seriously and are okay with making mistakes. “Our approach for the past several months has been to test and learn,” Petrick explained. But the entire organization and leadership team within PUMA realizes that brand building and community interaction is the core to successfully reaching consumers in the Web3 space, and that ongoing testing and learning will need to be done to establish a sound strategy moving forward. When brands lead with marketing-driven goals such as engagement, community-building and fun, red flags may shoot up within the leadership team. The official trailer for “PUMA and the Land of Games.” Courtesy of: PUMA and Roblox Get your entire organization on board We hope we can add value by creating cool and innovative products delivering on many of the underlying principles of Web3: decentralization, creativity and community. We want to listen and learn - and then deliver. “We want to learn from Roblox and leverage the interests of their community. “We want to be active participants in the Web3 communities we are a part of,” he explained. That’s why the brand is measuring the success of “PUMA and the Land of Games” based on visits and engagement. What is the ultimate value of the investment? How does this tie back to selling goods, which is the core of all retail businesses? Well, Petrick believes that for the ever-evolving world of Web3 it’s important for PUMA to be a team player first. Always tie things back to funĪs with any new channel or strategy, there is an underlying focus on ROI. For Petrick, it’s a natural fit: “We recognize that Web3 is all about community and that’s exactly what we’re hoping to do - create, foster and engage with communities,” he explained. Gamers venture into worlds like Roblox because these spaces allow for moments of authentic interaction and PUMA is using its Web3 strategy (and Roblox specifically) to support its own community-building initiatives. Here is what PUMA’s Roblox experience can teach others about creating memorable environments in the metaverse: Root your strategy in community Adam Petrick, PUMA’s Chief Brand Officer, revealed in an interview with Retail TouchPoints that “PUMA and the Land of Games” is the first of many initiatives for the brand, the ultimate goal of which is to inspire both ambition and creativity, both core elements of the brand. It’s no surprise then that companies like PUMA are using these platforms to build new worlds and experiences to test, learn and improve as the still-abstract Web3 landscape continues to take shape. Up to 44% of consumers also agree that “engaging with friends in the metaverse is an authentic way of interacting.” PUMA is leaning into all three with a new sports-based experience on Roblox called “PUMA and the Land of Games.” Developed in partnership with Wonder Works studio, the experience allows gamers to become athletes, connecting and competing in activities such as weight-lifting, track running and three mini games: Endless Runner, Football Rush and Dodgeball Showdown.Ĭonsumers, especially younger ones, look at the metaverse as not just a viable but meaningful way to interact with their peers: 46% of consumers agree that “the metaverse can provide a forum to interact with friends in a way that is as meaningful as in person,” according to a recent survey from KPMG. That’s why, as brands and retailers start to mold their environments on platforms like Roblox, experts encourage them to focus on immersive storytelling, gamification and digital-physical integration to drive engagement. When it comes to world building in the metaverse, the creative opportunities are essentially limitless.
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