With the rise of the metaverse and brands hoping into new virtual worlds, a teammate and I were charged with diving in and figuring out just was the metaverse was all about, and how brands could leverage it to create rich, fulfilling experiences. This include in depth research into not only those brands’ activations, but also into the full ins and outs of the metaverse, blockchain, and NFT technology. We looked across a wide range of sectors including fashion, healthcare, and education, to get a full picture of the capabilities of the metaverse, the impacts on users, and the engine it takes to run them. This was a very complex topic, especially at a time where there was heavy backlash against Web 3 tech and NFTs. As someone caught in the middle of the conversation, it was fascinating to see both sides of the argument.
Our research found that while the metaverse didn’t truly exist at the time (and technically still doesn’t), there were a lot of innovative ways to use AR and VR environments in conjunction with blockchain technology, some that even have positive impacts on society.
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