Wunderman Thompson is aiming to show clients just what all the fuss is about with the “metaverse” – now being hailed as the new frontier of customer experience – with the launch of a bespoke platform designed to bring the concept to life.
Originally coined by sci-fi novelist Neal Stephenson in his 1992 book Snow Crash to describe a virtual world people escape to from a dystopian, real world, the metaverse is now typically used to describe the concept of a future iteration of the Internet. Perhaps unsurprisingly marketers are now desperate for a slice of the action. Facebook’s decision to rebrand its parent company as Meta has piqued interest even further.
In an effort to show clients the potential, the Wunderman Thompson metaverse will explore how virtual and physical realities can converge and the elements of the metaverse that will shape our future and change how we do business.
The branded metaverse experience will examine the meta-trends that impact consumers through the creation of MetaLives, MetaSpaces, MetaBusiness, and MetaSocieties.
‘Inspiration Kiosks’ will also be placed throughout the metaverse to give users contextual information about the experience and insight from Wunderman Thompson Intelligence’s recent report, Into the Metaverse.
The WPP agency has partnered with Odyssey to bring the platform to life and plans to offer clients opportunities to experience the bespoke platform and other innovations.
Wunderman Thompson Intelligence global director Emma Chiu said: “Our ‘Into the Metaverse’ report offered a glimpse into how the metaverse is shaping our future, but we’re delighted to bring this to life through our branded experience. Here we can really start to show clients how our virtual and physical realities can converge and explore the elements of the metaverse that will change the way we do business.”
“Our metaverse is accessible now, without high-end computer hardware or software, so people can join from anywhere in the world to understand the intricacies of this new space and establish a roadmap for entry.”
The platform is the second Wunderman Thompson CX innovation launched in recent months. Back in September the agency unveiled the WPP Open Brand Guardian, an AI driven platform designed as an intelligent content quality management solution that plugs into existing production processes and reviews assets – images, video and text – to provide valuable insights “in minutes”.
The platform is designed to give marketing, creative and production teams total content quality assurance at scale.
The tool covers areas such as brand governance, enabling brands to be consistent across their digital activity; inclusion, ensuring communications provide diversity and accessibility assurances; compliance, meaning legal, industry and market requirements are taken care of and, finally, creative, applying best practice to boost content performance and optimising assets for every destination.
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