The Metaverse Magic: Ingredients of Modern Storytelling
Ingredient #1: Worldbuilding
One of the key benefits of the Metaverse is that it allows for the creation of fully-realized, dynamic worlds that can be explored and experienced by users. This can be particularly powerful for storytelling, as it allows marketers and users to co-create rich, detailed worlds that can be fully explored and experienced.
Worldbuilding is a crucial aspect of crafting and marketing in the Metaverse. Marketers can plan campaigns to (co-)create immersive and interactive storytelling experiences, such as interactive novels or games, where users can explore and interact with fully-realized worlds and characters.
The co-creation process is just like how Legos and IKEA empower users to have “skin in the game” by having their involvement in the construction process. The perception of autonomy, level of interactivity and immersion can create a sense of connection and engagement that is not possible in other mediums.
Worldbuilding can also be used for experiential marketing and product demonstrations, allowing users to engage with products and brands in a way that is not possible in the physical world.
In addition to its applications in storytelling and marketing, worldbuilding is also important for building brand communities and fostering collaboration in the Metaverse.
By creating detailed and immersive virtual worlds, brands can create a sense of belonging and connection among their users, and provide a space for them to come together and collaborate on projects.
This can be particularly powerful for building loyalty and engagement with a brand, and can help to create a sense of community and belonging among users.
Case Study: Second Life (2003~)
What is it?
In the virtual world known as Second Life (SL), users can interact, connect, and create with one another and their surroundings.
I used to be an avid SL gamer in university 15 years ago, because as an undergrad, I was quite Otaku-ish and in general a curious cat. Fast forward to today, I’ve asked students in many of my metaverse workshops and classes if they’ve played Second Life, and the number of students who said “yes” can always be counted with one hand. ^^;; Nonetheless, I loved Second Life because I enjoyed observing what people do in Second Life, and it’s usually always very human.
Users’ ability to create their own content, including homes, outfits, and other items, is one factor in Second Life’s worldbuilding’s success. As a result, the virtual world has been able to develop over time and feature a wide variety of user-generated content that reflects the passions and creativity of the neighborhood.
The emphasis on interpersonal relationships and social interactions in Second Life’s worldbuilding is another crucial element. Users can organize groups, go to events, and interact with one another in many different ways, which fosters a sense of belonging and connection in the virtual world.
Second Life is not widely used today because of social media competitors like Facebook, TikTok, online gaming…and The Sims. Having said that, it is still an amazing feat for a company to survive so many years in the virtual worldbuilding industry, in spite of it also being so ahead of time, which makes it a good case study to look at.
Even though some might suggest that the main usage on Second Life today is…well, porn and virtual sex.
Gala within The World of Second Life
Marketers and PR practitioners can also leverage on the metaverse to be used for social good, through virtual galas.
One example of an immersive metaverse fashion show is the virtual event “Fashion for Life,” which was held annually in Second Life from 2007 to 2016. Fashion for Life was a fundraising event for the American Cancer Society, and it featured a variety of virtual fashion shows, workshops, and other events, all centered around the theme of fashion and style.
One of the key features of Fashion for Life was its immersive virtual environment, which allowed attendees to fully experience the fashion show as if they were really there. The event used advanced 3D graphics and technology (pretty advanced in those years) to create realistic and detailed virtual sets, models, and clothing, which helped to create a sense of presence and immersion for attendees.
In addition to the immersive environment, Fashion for Life also featured a wide range of high-quality virtual fashion designs from top designers and brands, which helped to make the event feel exclusive and high-end.
Overall, Fashion for Life’s success as a virtual fashion show can be attributed to its immersive environment and high-quality fashion designs, which helped to create a sense of presence and immersion for attendees and made the event feel exclusive and high-end.
Second Life is still running fashion shows in 2022- Watch one here:
How Might Marketers Learn from Second Life’s case study?
✔ SL is not scripted; there is also no storyline to follow. It’s literally YOUR Second Life and you can just do whatever you want, including things you cannot do in your physical reality. In a sense, it’s pretty liberating!
Personally, I have a theory that everyone has a primary and secondary life. Take the concept of “marriage” for example. If certain needs are not met in the primary life (of “marriage”), then he/she will seek it out in a secondary life. Alternatively, even if all needs are met in the primary life, the secondary life can be used for experimentation of what could be, akin to an alternative lifestyle. That’s why people cheat, and why 1/3 marriages end up eventually in divorce.
Therefore, the idea of “no storyline to follow” in a virtual world, is something very powerful!
✔Vices- like sex- sell wayyyy more than you think they do, especially on the metaverse. The average age of users on SL is 32 years old, and in the metaverse, you could be more anonymous than you are in reality. Users seem to be using the virtual world as a safe space to explore their personal sexual kinks and fantasies. Which I personally think is great, and I think Esther Perel would agree too!
✔A vibrant SL in-world economy; If you can envision “it”, you can purchase “it” in Second Life. The user’s imagination seems to be the limit, and there is a whole virtual economy of creators to support your dreams too! User generated content (UGC) are so amazing and polished in that aspect.
Overall, worldbuilding is a crucial aspect of crafting and marketing in the Metaverse, and has the potential to create immersive and interactive experiences that capture the imagination and drive brand loyalty.
