Since Facebook’s rebranding to Meta, the metaverse has emerged as an enticing frontier, attracting numerous brands into its digital fold. However, even before this major transformation, several forward-thinking brands had already begun exploring this fascinating space.
Let’s take a look at 10 popular brands poised to make a significant impact on the metaverse.
These are some of the leading global brands implementing or piloting various different metaverse concepts:
1.) Samsung
South Korean tech giant Samsung launched a virtual replica of its 837 flagship store in New York within Decentraland, a 3-D world browser-based platform.
Opened to the public in 2020, users may buy virtual plots of land in Decentralands as NFTs via its MANA cryptocurrency which uses the Ethereum blockchain. Designers can create and sell clothes and accessories for the avatars to be used in the virtual world.
Samsung’s virtual 837X store was the highlight of the company’s announcements at the 2022 Consumer Electronics Show (CES) in Las Vegas, featuring three distinct areas:
- The Connectivity Theater
- The Sustainability Forest, and
- The Customization Stage
During the event’s early days, visitors had the chance to win limited-edition digital fashion. While the Decentraland store was temporary, Samsung plans to open more 837X stores across various platforms in the future.
2.) Coca – Cola
In 2021, Coca-Cola introduced its first NFT collection alongside a virtual event in Decentraland, all in celebration of Friendship Day on July 30. The company hosted a virtual party atop their iconic virtual Coke can building where attendees had the chance to win rare wearable items.
The event also marked the start of the auction for the Coca-Cola Friendship Box NFT package.
3.) Nike
Also in 2021, Nike took its biggest leap into the Metaverse by acquiring RTFKT, a leading NFT collectibles brand.
Renowned for its virtual and physical sneaker releases, RTFKT (pronounced artifact) was founded in 2020 with the imprint already collaborating with popular sports personalities including Jeff Staple, the Los Angeles Dodgers, and Takashi Murakami.
RTFKT uses the latest in game engines, NFT, blockchain authentication and augmented reality, combined with manufacturing expertise to create one of a kind sneakers and digital products.
4.) Adidas
Besides Decentraland, another virtual world being utilized for metaverse concepts by global corporate brands is the Sandbox, a 3D blockchain game platform released in 2021.
The Sandbox is free-to-play with in-game purchases available through an Ethereum-based cryptocurrency called $SAND.
Still in 2021, Adidas not only purchased land in The Sandbox’s virtual world but also launched an NFT collection in collaboration with Punks Comics, Gmoney, and Bored Ape Yacht Club. This release quickly attracted significant attention, appealing to various communities, particularly due to the connection with Bored Apes, which generated a lot of buzz around Adidas’ metaverse initiatives.
However, the launch of ‘Originals: Into the Metaverse’ faced some controversy, as only 10,000 out of the 30,000 NFTs were made available to the general public.
5.) Louis Vuitton
To celebrate its 200th anniversary, fashion house, Louis Vuitton, made a surprising move by launching Louis The Game, a puzzle adventure where players could collect NFTs. This marked the brand’s first significant venture into the metaverse.
In the game, players control Vivienne as she travels through six colorful locations to collect 200 candles. The game remains available in both the Google Play Store and Apple’s App Store.
In 2023, Louis Vuitton continued its metaverse exploration by introducing the Louis Vuitton Mystery Box, embracing the ‘phygital’ trend, which merges physical items with digital NFT counterparts.
6.) Burberry
At Electronic Entertainment Experience 2021 (E3 2021), Burberry teamed up with Mythical Games to introduce branded NFTs to the game Blankos Block Party. These exclusive, limited-edition NFTs sold out quickly, with Burberry armbands priced at $25 and the Burberry Sharky B character costing $300.
The excitement around these NFTs was substantial as the Sharky B character later resold for $700 on the secondary market.
Burberry didn’t stop at this initial release. In June 2022, they launched another collection of NFT accessories and even introduced a branded game within Blankos Block Party.
7.) Domino’s
Metaverse development company, Metazone, launched a Domino’s ordering kiosk in their 3D platform, Decentraland (U.S. customers only). Users were able to order their favourite pizza virtually and have it delivered to their homes.
While this was not exactly Domino’s itself stepping into the metaverse but enthusiastic developers that made it possible for US citizens to order a pizza, it demonstrated that brands and services can naturally make their way into the metaverse even without direct efforts from the brands themselves.
Furthermore, it highlights how metaverse ventures can complement and enhance real-world businesses thus creating opportunities across both digital and physical realms.
8.) Sotheby’s
2021 will be remembered as the year NFT art broke into the mainstream with auction house Sotheby’s playing a pivotal role. Sotheby’s even launched a virtual gallery in Decentraland modeled after their London gallery. This wasn’t without purpose as it coincided with their Natively Digital auction in June 2021.
During the event, they auctioned an artwork by Robert Alice while showcasing various NFT pieces from renowned digital artists.
9.) Walking Dead
AMC’s The Walking Dead has evolved far beyond a TV series with sequels, spin-offs, merchandise, and now a play-to-earn game.
The Walking Dead Empires is set to integrate with the Gala Games ecosystem offering players the chance to own land, earn and find assets, and trade with others. While games based on The Walking Dead aren’t new, this is the first time players can actually own a piece of the game world.
Additionally, owning land can generate passive income and survivors in the game can profit through trading. This marks a major brand entering the play-to-earn space. Furthermore, comic book company Skybound is bringing The Walking Dead into the metaverse through The Sandbox.
10.) McDonald’s
The fast-food giant continues to make strides into the metaverse. In mid-2023, McDonald’s Hong Kong launched an immersive experience called ‘McNuggets Land’ on The Sandbox platform.
Some rewards are exclusive to players in Hong Kong, such as coupons for free food redeemable at local McDonald’s outlets, while other rewards, like NFT-based in-game items and SAND tokens, are available to players worldwide.
This isn’t McDonald’s first foray into the Web3 space. In April 2021, McDonald’s France released NFT artwork inspired by the Big Mac, and in November 2021, the company’s U.S. division introduced McRib-inspired NFTs.
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