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"We want to continue to evolve the work we do with Samsung, but also to bring those best practices and learnings to the other brands we've worked on customize an experience for them." Devising a metaverse playbook "We've established the playbook for how brands can enter the metaverse space in a Web3 way," Soljacich said. Samsung for its part aims to port over the concept to "more people by launching a multiverse approach on new platforms" throughout the year, according to a press release. That really gave people a reason to say, 'I've got to go see what this is all about.'"Īs demand for similar metaverse-minded integrations continues to climb among clients, Publicis Media will look to 837X as a reference point from which to build.
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"In this way, we showed up stealthily and unannounced, but also undiscovered. Ultimately, people may be disappointed," Soljacich said.
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"You announce a metaverse and expectations can fluctuate wildly from what that actually is going to mean. Samsung put no paid media behind the activation. Guests could enter using 837X-branded nonfungible token (NFT) badges and participate in activities like a "mixed reality live dance party" and quests while acquiring further collectibles. The virtual venue, one of the largest brand takeovers in Decentraland to date, featured attractions like a Connectivity Theater displaying Samsung's CES announcements and a Sustainability Forest promoting the company's recent tie-up with Veritree, a climate solutions platform. Razorfish, Samsung's digital agency of record, and The Community also worked on the effort using parent Publicis Groupe's "Power of One" approach.ĭubbed 837X, the experience took inspiration from the electronics marketer's flagship store at 837 Washington St. "Knowing that there would be a smaller contingent going to CES than in the past, hosting this experience inside of a metaverse world like Decentraland just made a whole lot of sense," said Keith Soljacich, vice president of content at Publicis Media, an agency that helped Samsung develop the activation. Then, the omicron variant dealt a serious blow to the annual tech conference's in-person attendance - already peeled back from prior years - as multiple exhibitors pulled out at the last minute. Ahead of the Consumer Electronics Show (CES) earlier this month, Samsung Electronics America planned to put part of its showcase in Decentraland, an open-source, blockchain-powered platform with virtual "plots of land" that users can play around in via digital avatars.