Should you be marketing on the metaverse?
From sponsorship to social media, advertising to pop-ups, a key factor in growing a confectionery brand is building an emotional connection with consumers.
And when it’s generation alpha (ages 12 and younger) or generation Z (currently aged between 12 and 27) you’re targeting there are two super important factors to consider: fun and format.
Sometimes called ‘screenagers,’ having been brought up with ready access to internet-enabled smart phones, they spend a huge amount of their leisure time online.
Indeed, the Centre for Disease Control in the US reports that 8-18 year olds spend between six and nine hours online per day.
A large percentage of that time is spent gaming with Fortnite, Roblox and Minecraft absorbing the lion’s share of audience attention. And what do those games deliver for brands? The fun and format benefits that appeal to this cohort.
It's why last month Mondelēz International launched the Mischief Tycoon Experience on Roblox to promote The Sour Patch Kids.
The immersive experience rewards users who rebuild the virtual candyland that was destroyed by the cheeky Sour Patch Kids with both digital fashion items for their avatar and ‘phygital’ rewards that can be used in the real world, and exchanged for brand merchandise or candy coupons.
“The Sour Patch Kids brand can engage with their fans and new audiences in an authentic way by amplifying the way the community is already engaging on Roblox,” says Brian Fannin, chief operating officer of Polycount.io, metaverse architects and developers behind the brand’s game.
What is the metaverse?
The metaverse refers to virtual reality worlds that play out in real time. As well allowing for social interactions in real time (like a 3D zoom call but where your avatar, or digital version of yourself attends), it consists of games, such as Fortnite or Roblox, and digital worlds, some of which replicate real-world set-ups, such as a high street, allowing users to shop and interact with digital products in virtual stores. The metaverse can be accessed using VR headsets for a fully immersive experience, but PCs, consoles and phones can all be used to access these digital spaces.
Next-gen VR applications
The Sour Patch Kids game is the most recent in a line of virtual reality collaborations with food and beverage brands. Coca-Cola ventured into the Metaverse in 2021 selling unique digital merchandise (non fungible tokens, or NFTs) while pizza firm Domino’s set up a virtual ordering kiosk where customers could personalise their pizza, before sending the order through to a real-world restaurant to be delivered. Other brand have used the metaverse to educate customers about their history and supply chains, for example McCain launched its Farms of the Future game on Roblox to promote its Regen Fries which form part of the brand’s commitment to implementing regenerative agriculture across its potato farms.
In the confectionery space, meanwhile, the Bourbon Corporation of Japan launched its own candyland based on its HQ location in Kashiwazaki City with fun gaming zones related to its products and premium chocolatier Lindt & Sprüngli opened a virtual store where customers could learn about chocolate production and place real-world product orders.
“Immersive campaigns are one tool in the marketing toolbox that can capture a consumer’s attention and make them want to know more about you, your product and what it can offer them,” says Kate Williams, founder of KW Marketing.
Advertising revenues on these platforms are already significant. By the end of 2024, VR earnings will surpass $12 billion (€11.1 bn) with strong growth predicted in the coming years – the US VR market is anticipated to grow by 14.4% every year to 2030.
“Now we live in a truly integrated digital world, it makes sense that campaigns also use digital alongside real-world executions,” says Williams. “Any brand, whether in confectionery or not, should consider the benefits of an immersive campaign that can force their target audience to look up and take note of them, as well as enjoy their brand and product in a new way,” she says.
Confectionery and cookie collaborations
- Oreo partnered with developer 360i to create its VR marketing campaign, The World of a Flavoured Cookie. The campaign promoted the brand’s new cupcake-filled Oreos via a 360-degree interactive experience. Using YouTube’s VR setting, users could explore the dream-like Oreo-themed world by rolling their finger or mouse over a video. It came with a cardboard headset, proving that expensive tech is not a must-have for VR experiences today. With a focus on fun, the campaign generated over seven million views on YouTube.
- In April 2024, candy brand Bazooka launched its latest campaign, Power Up, from UltraSuperNew. The immersive world takes users on an adventure around Tokyo, Japan, powered by Bazooka’s candies. With a focus on creating ‘edible entertainment’, the confectionery brand aims to harness fun, creativity and imagination while bringing together ‘phygital’ environments.
- Chewy candy brand Hi-Chew teamed up with the popular game Fortnite and immersive experience developer Super League in October 2023 to integrate the sweet brand into a new gaming experience. Hi-Chew features in three mini-games within the Fortnite platform, elevating brand awareness and creating a new VR-led way for it to connect with new audiences.
