Meta uses the Metaverse as a showcase at Cannes

Meta uses the Metaverse as a showcase at Cannes


June 23, 2022 – 10:45 am

Meta uses the Metaverse as a showcase at Cannes

Yuan is betting on Horizon Worlds to create its universe (Image: Reproduction)

By: Garret Sloan, AdAge

Nicola Mendelsohn, Vice President of Meta’s Global Business Group, at the Isle of Clouds, Cannes. Cloud Island is the title of the digital Cannes Film Festival created by Meta. The platform was established as the major advertising and marketing showcase for the Cannes Lions Meta Festival, the place avatars can play volleyball and expertise an internet model of the French Riviera.

For the second 12 months in a row, Mendelssohn has been demonstrating the transition from Meta to Metaverse, serving to to steer the firm’s presence in Cannes. Last 12 months, the competition was utterly digital. As such, the firm needed to meet the model at Horizon Worlds, a digital actuality (VR) gaming app obtainable on the Meta Quest glasses that can quickly be obtainable on different platforms.

“We’re constructing a number of completely different areas so individuals can have an immersive expertise on the Esplanade,” Mendelsohn stated of Meta Cloud Island.

The Croisette is an avenue that stretches alongside the coast of Cannes. Lined with historic resorts and retailers, the streets are one among the metropolis’s acquainted environment. Mendelsohn has been assembly with media, manufacturers and businesses to clarify Meta’s ambitions for the Metaverse, which stays a thriller to many advertisers. Brands are nonetheless looking for their very own area between advertising and marketing on social networks like Facebook and Instagram and the digital world.

Cannes has at all times been the place the place most firms are doing their greatest to showcase digital worlds in motion. Meta, particularly, is making an attempt to indicate the way it can present an attractive digital world for commerce in VR, giving advertisers a option to return on their funding in digital worlds. Mendelssohn stated.

At Cannes, Meta can also be discussing augmented actuality (AR), a extra refined digital layer that individuals can entry by way of smartphone cameras and new good glasses, like the one Meta designed with Ray-Ban final 12 months. Not solely does AR “do properly from a model perspective,” Mendelsohn stated, but it surely additionally drives low-funnel targets like last gross sales and different outcomes that firms want to indicate their advertising and marketing is transferring ahead.

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On Tuesday the twenty first, Meta introduced new partnerships with main manufacturers together with guitar maker Fender and automaker Mini. AR/GA helped design the Fender Stratoverse for launch in Horizon Worlds. Fender’s digital world is a guitar-shaped island. For the firm’s chief advertising and marketing officer, Evan Jones, that is simply the firm’s first foray into the digital world. The island is dotted with hidden digital guitar picks, creating a collaborative scavenger hunt the place members choose up chords to make music.

R/GA has at all times been one among the main artistic businesses, serving to manufacturers unlock limitless potentialities in the digital world. The company additionally works with Meta’s Creative Shop. At the similar time, huge tech firms are supporting a group of VR creators who assist manufacturers design their digital reveals. For instance, Fender labored with VRinReview’s Ashley Briley, Matt Torres and Sammy Nu, Meta stated in the announcement, whereas Mini developed the digital kart recreation MINIverse. Players can customise their mini-vehicles to race.

Translated by: Tess Farias

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