The metaverse promises to become one of the greatest tech innovations of the 21st century. Well, the concept of it does. Since it offers a futuristic experience that transcends the digital and physical realms and through last year brands literally became obsessed with the idea of Metaverse and Digital worlds.

As a pillar of Web3, users can socialize, play games, work, and even purchase in the metaverse. As a result of this paradigm shift, augmented and virtual reality technology has become increasingly popular and widely accessible over the past few years, with over 171 million Virtual Reality (VR) users worldwide. The global VR market is worth $7.72 billion and is expected to reach $26.9 billion by 2027. 

As the billon-dollar VR market cements its position as one of the fastest growing industries to date, many brands have tapped in to connect with their customers through immersive virtual experiences. Notable among these companies is Sony, holding the most significant percentage of the VR market, and Oculus, owned by Meta (Facebook), Microsoft, and HTC, among others.  

Although widely known for their use in the gaming industry, VR and AR have far greater utility as they can also be used in professional settings. Many big-name businesses are already taking advantage of the metaverse as a marketing tool, creating brand activations to stay ahead of the competition. For example, makeup brands like Estée Lauder, NARS, and Laura Mercier have introduced “Virtual Try-Ons” to help customers try makeup products virtually before making a final purchase. The innovative technology eliminates the guesswork of online shopping as it helps the everyday beauty consumer get the perfect shade of makeup for their skin tone. 

Back to basics

However, despite its many advantages, the metaverse should be used to augment physical interactions and not replace them. We are still human beings, and for the majority of people the real world is still much more attractive than the digital ones. Yes, teenagers can spend hours and hours in VR, but the majority of adults still like to go somewhere, meet colleagues for happy hour, and do something fun in the real world. 

Hence, in today’s reality, the most compelling interactive marketing activation can be the one that is utilized online as well as offline. These kinds of brand activations help not just interact with customers here and now but also, in the long run, engage in the virtual realm of the brand. For example, many brands engage their customer more in the summer, as the season is associated with socialization. 

With its sunny, relaxed outdoor activities, the summer season is the perfect opportunity for brands to engage their customers with seasonal activities, such as concerts, shows, fairs, and music festivals. The involvement of brands in cultural events and activities arouses curiosity and influences the consumer to consider the respective brand in their next purchase decisions. Brands can also engage their customers with nostalgic experiences such as car wash-themed consumer activations—with throwback signage, eye-catching colors, shimmering curtains, spinning buffers, and more. “The throwback, childhood car wash aesthetic is a nod to a simple pleasure of the past,” explained Matt Dilman, creative director at Superfly, about a recent activation his team produced for Yahoo.


Physical locations are foundational to gathering, socializing, learning, connecting, and shopping. It’s important to note that digital immersive technologies augment and amplify real-life experiences but do not replace them. Commercial, entertainment, and education experiences will be based on a fusing/alchemy of physical with digital experiences. There is no more powerful engagement than being here together. 

With most outdoor activities held in summer, adding the elements of digital worlds will be an easy way to stay in touch with them for a longer period of time. For example, some bands just mint free NFTs on the online events which helps customers to get engaged with the community online.  As an experiential marketing agency, Acentric always tries new formats and engagement methods. And seems like using digital world elements In physical locations is becoming a standard in the industry. 


Featured Image: Milad Fakurian via