Food & beverage companies in the metaverse: an update
Since the announcement of Facebook's shift to Meta almost a year ago, food and beverage companies have been increasingly interested in the potential of the metaverse to engage with customers in new and innovative ways. In this update, we'll look at some of the latest entries into the space, including Snapple, Wendy's, Jose Cuervo, Hell's Kitchen, Starbucks, and Patrón. Each of these companies is exploring different ways to use VR and AR technology to enhance the customer experience.?
Snapple??
There is a new bodega in Decentraland, courtesy of Snapple. The installation is an advertisement for Snapple's latest drink collection, Elements, and is known as Snapple Elements "Blockchain Bodega" in Decentraland. Consumers who link their PayPal wallet receive discounted beverages and buying bottles of the Elements drinks awards consumers a code they can use to claim an NFT (non-fungible token) wearable.?
Wendy's??
Wendy's has created a line of VR experiences branded "Wendyverse." These experiences include an obstacle course, a virtual basketball court, and a digital ski slope. Wendy's hopes that by creating these branded VR experiences, they can drive the adoption of their promotions and get consumers to engage with their eCommerce channels. Most recently, Wendy's offered free fries with a Strawberry Frosty purchase via their app as part of the launch of Frosty Village in Horizon Worlds VR.??
Jose Cuervo is planning to explore the metaverse by filing several trademark applications for multimedia based on non-fungible tokens, digital asset marketplaces, virtual restaurants and bars, virtual food, drinks, and apparel, as well as virtual distilleries. In late March, Jose Cuervo announced that it would open the first-of-its-kind distillery in Decentraland. The "metadistillery" has drink mixing challenges and interactive games for legal drinking age users.??
领英推荐
Gordon Ramsay is bringing his hit TV show Hell's Kitchen to the virtual world with a new collaboration with Animoca Brands. In the partnership, users in the Sandbox metaverse community can create new dishes, win competitions, and collect recipes, with the ultimate goal of becoming Head Chef.??
In a world where everyone is on their phone, Starbucks has created a new way to interact with people in real life. The company's latest venture will be using Web 3.0 technologies. They plan to make a "digital third place" that can support selling NFTs and drive customer loyalty through offering unique experiences, community building, storytelling, and customer engagement.?
In its latest venture into Web 3.0, tequila giant Patrón launched their "Summer Made Sensational: A Patrón Pop-Up Series" in Decentraland. The "Patrón Tequilaverse" event was an experience that allowed attendees from around the world to explore different cocktails like the Perfect Paloma, Silver & Soda, and A?ejo Highball; their website guided guests with recipes for each featured drink. As part of the pop-up experience, attendees were encouraged to roll up their mixology sleeves IRL and make their cocktail of choice at home.?
While it's still early in the game, these companies are paving the way for others to follow suit and explore the potential of the metaverse.
Overall, it is evident that food and beverage companies are taking notice of the promise of VR and AR technology and are steadily exploring new ways to engage with customers. A positive trend, the metaverse offers tremendous possibilities for businesses to create engaging and immersive experiences; it will be interesting to see how these companies continue experimenting with Web 3.0 technology in the coming months and years.??
Considering ways to create immersive experiences for your clients with your brand and products? DM us! We'd be happy to explore our Web 3.0 offerings with you.