People’s experiences with metaverses so far have ranged from great to terrible, but most of them have been boring. As the metaverse becomes real, privacy activists and users are also becoming more worried about privacy, security, and safety.
Brands and marketers are still putting down roots in the metaverse.
Here is how Unilever, one of the largest companies in the world, deals with the metaverse. The company said that Web3 and the metaverse are still young, but it has already made steps into both of these virtual areas.
What does it do:
In the last year, some Unilever companies have started to look into the metaverse through partnerships, games, and experiences. The company wants to make sure that it “contributes to keeping this dynamic arena representative, inclusive, and safe for all users,” which is an extension of its brand concept.
Then what? In a statement, the company said, “Robust governance around issues like data privacy, safety, equality, diversity and inclusion, sustainability, and ethics must be built, and we’re using our size and global reputation to build some future-fit foundations for our business and beyond.”
The Web3 Collective at Unilever is a group of experts from different fields, such as marketing, finance, law, media, procurement, licensing, and more. Unilever is getting help from people across brands, categories, and markets, as well as from agency partners, to deal with this new reality.
Emily O’Brien, who is one of the Program Directors of Web3 Collective, said, “We’re on the brink of a seismic shift: the biggest change to the digital environment and culture since the rise of social media with Web2 in the early 2000s.”
She says that people are already immersing themselves in these places and spending more time with virtual experiences that let them explore their hobbies, take part in cultural events, and connect with groups of people who like the same things they do.
She continued, “This is a great chance for businesses, but they can’t just jump on the bandwagon. They have to give customers real value.” “We started the Web3 Collective to make Web3 and the metaverse less dangerous and to solve problems. As Unilever, we have the power and the responsibility to shape the industry and take the lead.
The Work is Unilever’s attempt to bring purpose to the metaverse.
The Degree Metathon was put on by Rexona. It was the first marathon in the metaverse.
Rexona deodorant, which is also called Degree and Sure, wants to get everyone to work out more. In 2021, the company made the first deodorant that worked better for people with disabilities.
Rexona and Decentraland worked together to plan the Degree Metathon. The route went through 26,2 km of the platform’s terrain, which had accessible buildings to show a more welcoming place.
The first adaptive wearables, like wheelchairs and running blades, were made so that people with disabilities could be represented better and so that users could make avatars that were more like themselves.
2) Up Close and Personal in Decentraland
The dental care company has always supported all kinds of love, and in March 2022, it opened the Closeup City Hall of Love in Decentraland.
Users can create an NFT marriage certificate, record their love on the blockchain, and have a party with their family and friends to celebrate.
In the metaverse, the Magnum museum
Magnum told people who were at the MET AMS metaverse event in Amsterdam that in June 2022, there would be a virtual exhibition. The Magnum Pleasure Museum, which was in Decentraland, showed how Magnum had worked with artists, designers, and sculptors.
In the metaverse, guests could buy a Magnum ice cream from a vending machine, which showed them how ice creams might be sold in the future. At the end of the experience, they were served the ice cream. This brought the virtual world into the real world and gave consumers a taste of how they might buy food in the far future.
4) Sunsilk’s safe place for girls to play Roblox
Sunsilk City is Unilever’s first step into the virtual world of Roblox. It is a place where girls can feel included, talk to a real-world role model, and learn about Sunsilk’s training programs for real-world skills. There are also a number of minigames where players can give their avatars creative hairstyles and even use a magic hairdryer to get rid of bad feelings.
Web3 Collective’s O’Brien said, “Things are changing quickly, but one thing we’re sure of is that the virtual world of the future must be more equal than the internet and the real world are now.” It needs to be more open to and representative of all users, from the avatars we make to the attitudes we have and the things we like to do. It also has to be able to last. From what we’ve already done in this area, it’s clear that intention is just as important in the metaverse as it is in the real world.
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