Step Inside: The Interactive Future of Branding

As the founder of the agency Metavertising and partner at BROKEN EGG , Ely Santos combines his two biggest passions—marketing and technology—to push organizations to the forefront of immersive brand experiences, using Web3, gaming, AR, VR, and AI.?

MOI: Tell us about your brand and what excites you about having your own business??

Ely: Broken Egg builds experiences using immersive tech for brands and cultural institutions. What I find the most exciting about having my own business is that it’s something I created myself and that is a result of my passions. I’ve had previous businesses that were cool, but definitely working with AR/VR/3D is something I can say I’m extremely passionate about.?

MOI. What's your secret to getting attention and turning heads with your work??

I guess naturally, immersive tech is something that attracts people’s attention.

Ely: But having experience with marketing helps a lot too. I make sure that I advertise all our projects, news about the space, cool stuff that’s happening, and try to position myself as an authority for those who want to hear more about immersive tech. ??

MOI. What’s one of your favourite projects you’ve worked on?

Ely: Definitely the AR activation for Walmart. It was something extremely fun and that generated amazing results for Walmart. Their purpose was to connect their users with their Roblox world, and use AR for that.??

MOI. What recent campaign from another brand has got your attention??

Ely: I really look up to what Vans did on Roblox. They built a replica of the old Playstation game “Tony Hawk”, and did a really great job at it, but catered to their audience on Roblox. It was a massive success, they’ve done it a couple years ago and it’s still one of the most successful activations there.??

MOI. Where do you see the future of brand experiences??

Ely: I believe the future will be much more interactive and immersive for brands. New technologies allows brands to put customers at the core and center of branded stories, rather than using a 30 second portrait video to try and catch their attention amongst thousands of other videos. These new technologies are much more interactive and allow for deeper and more meaningful stories.

Eventually every brand will use them in different ways - and not just brands. The general consumer experience is about to change thanks to new tech.?