The future is hybrid. Augmented reality is a trend thrown around a lot at the end of every year as a prediction for the future. But at no time has the impact of the virtual on the physical shown more signs of growth than during the pandemic. One could even say that the pandemic has accelerated the trend, with brands having to go full digital in a blink. In fact, both businesses and customers experienced five years’ worth of digital adoption progress in just eight weeks at the beginning of the pandemic. This session will dive into the corner of online & offline to better equip your marketing efforts of 2022. Watch on-demand: https://www.falcon.io/cmp/2022-digital-trends-resources/

4. Agenda
PART ONE
PART TWO
The “what?” and the “why now?”
PART THREE
Digital marketing, reimagined today
Brands already defining the space

5. PART ONE
Hello, New (Meta) World

6. Our Growth Partners
Part 1 | The “What”
The Metaverse is here — and it’s here to stay.
The Metaverse is akin to the Internet in how its revolutionary — yet inevitable.
The Metaverse is a new reality that encompasses the physical and digital worlds
simultaneously.
The Metaverse is characterized by “interoperability.”
The Metaverse is nothing new — you’ll see for yourself.

7. Our Growth Partners
Part 1 | The “What”
Groundbreaking. But is it?
The Metaverse (and mixed reality) is more than a key 2022
trend. It has been in the making for some time.
Examples of the Metaverse existing in our daily lives are video
game platforms like Roblox and Fortnite.
These games give the power to create their own worlds to
brands looking to establish a strong footing in this new, digital
realm.

8. Our Growth Partners
Part 1 | The “Wat”
From gaming platforms to the platforms of the future
10B
hours on Roblox in early
2021.
42M
users logged into the
gaming platform daily.
Users spent
$652M
on digital items in Robux,
Roblox’s own currency.
More than
Players have spent

9. Our Growth Partners
Part 1 | The “What”
Travis Scott “Astronomical” Ariana Grande “Rift Tour”

10. Our Growth Partners
Part 1 | The “Why Now”
A combination of the right timing, the right context
Two key factors came together to create a serendipitous environment where the idea
could permeate people's lives and even define the future.
One, there is the timing.
Two, there is the larger context of technological advancements that fuel the digital
transformation.
Let’s explore both.
@Falcon.io @nogood.io
#SparkDigital22 #WhatsNext #growwithsocial

11. Our Growth Partners
Part 1 | The “Why Now”
FACTOR ONE
The Pandemic
The COVID-19 pandemic dramatically
accelerated digital transformation
around the world.
Overnight, life via digital platforms
became the new normal.
Work became remote, online
entertainment saw a significant spike,
the platforms for communication,
entertainment, education, and services
gained popularity.

12. Our Growth Partners
Part 1 | The “Why Now”
FACTOR ONE
The Pandemic
This fundamental shift in consumer behavior also changed the way brands think about
marketing.
Suddenly, it was no longer strategic budget allocation that led to success.
Instead, success was based on meaningful experiences, authenticity, consistency, and a
sense of belonging that brands sought to foster in their consumers who had spent over a
year in quarantine.

13. Our Growth Partners
Part 1 | The “Why Now”
Virtual reality (VR) and augmented
reality (AR) have grown in popularity.
The largest barrier to adoption has
been the lack of accessibility to the
technology.
But over the years, things have
changed.
FACTOR TWO
Tech That Fuels the Digital Transformation

14. Our Growth Partners
Part 1 | The “Why Now”
59.5M
people in the US used AR at
least once a month in 2018.
95M
people are projected to have
used AR at least once a
month in 2022.
FACTOR TWO
Tech That Fuels the Digital Transformation

15. Our Growth Partners
Part 1 | The “Why Now”
Big Tech is catching on
Facebook rebranded to Meta and expressed its intention to
invest around $10 billion in Facebook Reality Labs.
Microsoft announced plans to acquire Activision Blizzard
Inc., a leader in game development and interactive
entertainment content publisher, for $68.7M.
Nike announced the acquisition of RTFKT, a leading brand
that leverages cutting edge innovation to deliver next
generation collectibles that merge culture and gaming.

16. PART TWO
Digital marketing, reimagined today

17. Our Growth Partners
Part 2 | Digital Marketing Reimagined Today
From quick optimizations to building communities
The Metaverse signals the need to focus on creating authentic, engaging brand
experiences.
Media buying & budget reallocation tactics (quick wins) will in part give way to strategies
that foster strong relationships with consumers (long-term wins).
In short, marketing will be experience-forward and community-driven.

18. Our Growth Partners
Part 2 | Digital Marketing Reimagined Today
Ownership, belonging…
The key to building a tight-knit community is creating a sense of belonging.
Thinking big & immersive is one way to unlock this.
Achieving this through ownership is another.
Let’s explore the latter.
@Falcon.io @nogood.io
#SparkDigital22 #WhatsNext #growwithsocial

19. Our Growth Partners
Part 2 | Digital Marketing Reimagined Today
Ownership, belonging… and NFTs
NFTs are a powerful element for brand growth because they
a) give customers a sense belonging through ownership and
b) allow brands to take community-building to the next level.
They can generate buzz by building anticipation — not unlike "drops."
NFTs can complement an offline service, product, or experience with a digital asset, allowing
brands to diversify revenue streams and increase reach.

20. Our Growth Partners
Part 2 | Digital Marketing Reimagined Today
Brands diving headfirst into the NFT world
Quentin Tarantino announced the release of bonus content from his famous film Pulp Fiction.
Marvel launched NFTs in early 2021 in anticipation of the latest Spider-Man premiere.
From Thanksgiving through the end of 2021, NFL fans can get virtual commemorative tickets
as NFTs.
Let’s explore more examples.

21. PART THREE
Brands already defining the space

22. Our Growth Partners
Part 3 | Brands Defining the Space
Nike
The sportswear brand launched NIKELAND on Roblox.
The Nike community can create mini-games with
interactive sports materials or participate in other games.
The players can even transfer offline movements from wearable
devices — like jumps or sprints — into the virtual arenas.
NIKELAND builds its own world while simultaneously engaging users in two realities — offline
to online.

23. Our Growth Partners
Balenciaga
Balenciaga launched a partnership with Fortnite.
Players can dress up the game's iconic characters with
Balenciaga gear from the brand's previous collections.
Balenciaga unveiled its Fall 2021 collection in the form of its own game called Afterworld: The
Age of Tomorrow.
Players are immersed in a dystopian, futuristic world and pass avatars dressed in elements of
the brand's collection — from ripped jeans to armor-like boots.
Part 3 | Brands Defining the Space

24. Our Growth Partners
Coca Cola
The beverage giant brought back the pixelated version of
its classic 1956 vending machine for Friendship Day.
The machine was designed to be like a "loot box"
And contained 3 NFTs: a Coca-Cola bubble jacket for the Decentraland 3D platform, a sound
visualizer featuring sounds of sipping or pouring the drink, and a Friendship Card with artwork
from the 1940s.
The Metaverse holds a unique value to legacy brands because it offers a new way to relaunch
the brand in a digital environment while continuing to monetize on the brand's existing
offerings.
Part 3 | Brands Defining the Space

25. Our Growth Partners
Chipotle
Chipotle celebrated 21 years of Boorito, a popular
Halloween event, by opening the first-ever virtual
restaurant on Roblox.
Chipotle's experience allowed users to virtually visit the restaurant
for a chance to win an offer code for a free burrito.
They could also navigate the Chipotle Boorito Maze to discover exclusive virtual items and
even select digital Chipotle-inspired costumes for their restaurant visit.
Part 3 | Brands Defining the Space

26. Our Growth Partners
Warner Bros.
The Matrix was one of the first iterations of a meta world
at the intersection of the real and the digital.
Warner Bros. has introduced 100,000 NFTs that represent the characters from the Matrix.
Each NFT is valued at $50 and allows the owner to choose the red pill or the blue pill, just
like the characters in the original films.
The interactive NFTs can be constantly updated, giving fans more ways to stay in touch with
their favorite films in both realities.
Part 3 | Brands Defining the Space

27. Our Growth Partners
Gucci Garden
The luxury fashion brand launched Gucci Garden on Roblox.
The immersive virtual exhibit was inspired by the Gucci Garden
Archetypes, a multi-sensory experience in Florence, Italy.
The exhibit featured a boutique with limited-edition virtual items.
Gucci built a more community-centric world that allowed consumers to connect with the
otherwise out-of-reach luxury brand.
Part 3 | Brands Defining the Space

28. Our Growth Partners
Etsy
Etsy collaborated with The Boundary to develop a virtual
house they call The Etsy House.
Etsy House invited users to stroll through and explore
curated items from Etsy’s marketplace displayed in a 360-degree AR setting.
This new augmented reality (AR) experience comes after Etsy introduced AR features in its iOS
app.
The virtual house could be accessed on a smartphone or desktop. It also allowed to walk up
or down stairways to discover more rooms filled with featured Etsy items.
Part 3 | Brands Defining the Space

29. Our Growth Partners
Burberry
Burberry tapped into “social retail” with its Shenzhen store using
WeChat to reward customers for engaging with the brand both
online and offline.
The social retail experience is centered around a custom WeChat
mini-program that acts as a “digital companion.”
With each action, the animal companion evolves from an egg into a fully-grown character with
fun outfits.
Part 3 | Brands Defining the Space

30. Takeaways

31. Key Takeaways
Takeaway 1
Takeaway 2
Tap into community-led growth
Takeaway 3
Choose platforms & tech strategically
Innovate & experiment to unlock success

34. The Age
of Meta
Digital Marketing Trends 2022
Mixed Reality

36. Thank you.
Questions?
Marina Chilingaryan
Brand Strategist
marina@nogood.io