Samsung's Live Shopping Event Was Hosted By a Virtual Influencer

Brand-friendly avatars could play a role in metaverse commerce

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Samsung is experimenting with new ways of promoting shopping in the metaverse.

Top Line

The phone company tapped a CGI-created influencer called Zero to unveil its Samsung Galaxy S22 phone at a virtual event co-hosted with TikTok creator Liam Kalev. Zero is one of a growing number of avatar influencers gaining popularity on social media platforms that brands have been using to promote their products.

Zero’s creator, agency Offbeat Media, provided a fictional backstory for the character, describing him as “a fully virtual being who lives in his bunker inside of the Nexus universe.”

“We are proud to be the pioneers bringing live video shopping to the virtual world and to be trailblazing in connecting virtual reality to the selling of physical goods,” said Krister Karjalainen, digital director of Samsung Electronics Nordic Area (SENA), in a statement.



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