As more and more brands experiment with metaverse activations, Wunderman Thompson is launching a new virtual environment to give the agency’s clients a sense of the capabilities this futuristic space has to offer.
The agency announced the rollout in partnership with metaverse platform Odyssey during a panel at the Consumer Electronics Show in Las Vegas on Thursday. The space will be used for clients to explore various trends in metaverse marketing and feature “inspiration kiosks” throughout the digital area that offer insights from the agency’s research reports into the tech.
“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,” said Emma Chiu, global director of Wunderman Thompson Intelligence.
A short video preview released beforehand demonstrated how the space can be used for everything from virtual retail stores to bringing simple games to life and immersing users in scenes of nature through their avatars.
“CES has historically been a place for brands to demonstrate their most forward-thinking work,” said Odyssey CEO Reid SantaBarbara. “With the conversation around the metaverse growing, we wanted to deliver an experience that contributed to CES’ legacy of innovation.”
The platform made use of Odyssey’s pixel streaming service to make the metaverse environment accessible from any mobile or desktop device, even without immersive equipment like virtual reality headsets or external controllers.
“From conception to execution, the Odyssey team have been brilliant partners,” Chiu said. “Their use of pixel streaming technology in their platform means 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 road map for entry.”
With quarantine measures pushing people to spend more time in digital environments, the concept of a shared metaverse populated by video game-like avatars has gained traction in the past year, making it a hot topic at this year’s CES. And with a host of exhibitors and attendees pulling out of the show amid a surge in Covid-19 cases across the country, the conference itself has had to rely more heavily on its programming in the virtual realm. In fact, Wunderman said the metaverse environment proved to be a convenient way to interface with clients who had opted not to attend this year’s show.