Brands in the Metaverse Right Now Are Writing the Rulebook

Not too early, not too late to start engaging with the future of online communities

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It’s no secret that the metaverse presents exciting opportunities. But it also comes with critical challenges.

While the reality of converging our physical and digital worlds is still in its infancy, glimpses are emerging into what the metaverse may look like, how people will use it, and the opportunities it will unleash in the months and years to come. 

Diageo head of global innovation Will Harvey, Digital Catapult industry practice lead of creative Max Cleary, and Dialect evp of strategy and innovation Haifa Barbari sat down for a discussion with Adweek’s Lucinda Southern during Social Media Week Europe to share their experiences building and working in virtual worlds.

Next-gen virtual brand experiences

Diageo’s recent activation in Decentraland, “Taste of the Future,” is the brand’s test-and-learn space to explore the next generation of virtual brand experiences.



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