Metaverse for Marketers: Your Playbook for The New Era of Modern StorytellingJanuary 2, 2023
Ingredient #4: The Wizardry of Real-Time
The Metaverse also offers the opportunity for real-time, synchronous experiences, which means that users can interact with each other and with digital content in the same virtual space. This creates a sense of presence and connection that is not possible in other mediums, and can be particularly powerful for building brand communities and fostering collaboration.
For example, a brand might create a virtual space where users can come together to discuss products, share ideas, and collaborate on projects. This can be a powerful way to build loyalty and engagement with a brand, and to create a sense of community and belonging among users.
The real-time element can also be used to encourage people to reflect on the meaning of life. Interactive elements can also be used to enhance immersion by allowing users to engage with and affect the virtual world in meaningful ways, giving users a sense of control, or lackthere of.
Case study: teamLab Reconnect
What is it?
teamLab Reconnect is a new art and sauna show where people can experience art when they are at their most alert. It is another great example of how teamLab works to bring digital art into everyday life, all in real-time.
The exhibition has three areas that are meant to stimulate the senses of the user: a sauna, a cold bathing area to cool off, and an art submersion area to rest. All of the artworks have something to do with supernatural phenomenon and are meant to bring together different mental and physical feelings into a single experience.
The experience that teamLab wants to bring forth is the concept of a “Sauna Trance”, defined as a very unique neurological state that happens when you switch between hot and cold baths. When the user gets into a sauna trance, his/her senses get sharper, mind gets clearer, the beauty of the world around him/her comes into focus, and he/she can notice things that he/she normally wouldn’t. The illumination also changes upon users touching or interacting with them, which means that every moment is different as interaction amongst users will change the art and experience.
By taking hot and cold baths one after the other and having the immersive experience in real time, visitors open their minds, feel their bodies grow, and become one with the art.
Watch the video here:
How Might Marketers Learn from The Case Study of Naked Inc in Modern Storytelling?
✔ When an immersive experience is running in real time, it can feel more like the user is physically present and “one” with the environment, rather than feeling like a bystander watching a pre-recorded or simulated experience. #yolo?
✔ Real time experiences and effects can help create a more dynamic and unpredictable environment. If the immersive experience is running in real time, it can respond to the actions of the user dynamically.
✔ Real time allows for a more seamless and believable experience. It can help the user or community member feel like they are in another world, even though they are still physically present in the natural reality.
Overall, the potential of the Metaverse for storytelling, immersive and interactive experiences is vast. There are countless possibilities for marketers and storytellers to leverage this virtual world to create engaging and memorable experiences for their audiences.
And that’s the end of part two of our Metaverse for Marketers series! Check out the rest of the chapters here:
- Chapter One: Laying the Foundation: Definitions, Emerging Technologies and The Influence of Popular Culture
- Chapter Two: The Metaverse Magic: Ingredients of Modern Storytelling
- Chapter Three: Branding & Marketing in the Metaverse
- Chapter Four: Realizing Dreams on Earth: The Future of Modern Storytelling and Marketing