The metaverse is on its way to becoming one of the most talked-about words of 2022. If it exploded in 2021 and began to dominate conversations, this year it will become more established as brands and consumers get used to it.
To make this term more accessible, as it raises many questions, Wunderman Thompson has let us look through the window of the future to discover what we need to know about it right now.
We round up the three key takeaways from the company’s ‘ Future 100: 2022’ trends report.
Metawork
The metaverse will bring with it alter egos. But we are not only referring to virtual avatars of consumers, but also to those digital replicas of companies and brands themselves.
As an example, Oscar Peña , director of innovation and technology at Wunderman Thompson Spain, has cited BMW . The car company has a virtual version of its processes in collaboration with Nvidia , a scenario in which it replicates all production processes . In this way, they can "optimize the factory and subject it to stress and simulations that allow production changes to be made when other models are introduced."
resonating (although what it entails i lithuania number data s not new). Little by little, collaborative processes at work will be done with "immersive and three-dimensional" tools, says Peña.
On the other hand, Vodafone has created Vodafone 5G Reality in Spain , a metaverse with a rest area and even concerts, such as that of Nancys Rubias. "We must overcome the bidirectionality of advertising and create new experiences through creativity to promote brands," says Oscar, when talking about advertising in this field.
" The metaverse is not about putting on glasses, it is a new stage of the internet and how we are going to access information and have new experiences," the professional says. "At the moment in which the metaverse is built as a twin of our life, we will be able to walk down the street and the metaverse will amplify real experiences," he continues explaining, to point out that "it will have a useful component."
"Agencies have the challenge and obligation to tinker with and understand the metaverse as a new digital laboratory," he says.
Amplification of emotions
Ainhoa Moreno , the company's strategy director, has pointed out that another key to the metaverse will be the amplification of emotions and senses . In this sense, she has underlined the importance of haptic technology, which allows us to enhance what a person feels. "At a creative level, we will have to start playing," she says.