Ocean Outdoor has launched the ‘world’s first’ cross-platform Web 3 metaverse out-of-home (OOH) package with retailer Argos as its brand partner.
While the ‘dual world’ campaign will run across real-world roadside locations in Manchester and Birmingham, the promotions will also appear on Ocean’s Holland Park Roundabout tri screen in London alongside an NFT replica of the same billboard inside Somnium Space VR Metaverse.
Argos is working with the digital-out-of-home (DOOH) media owner and using the space on the metaverse screens as part of the initiative.
“This campaign is part of a reappraisal strategy for Argos where we hope to drive consideration and awareness of more premium products and brands that some people don’t think of Argos for,” Argos campaign manager Becky Desert said.
“Part of changing shoppers’ minds is about what we say but it’s also important that we show up in new, interesting and relevant contexts. That’s why we jumped at the opportunity to appear in the metaverse, particularly for this campaign that is centred around desirable tech.”
In collaboration with LandVault, Ocean’s metaverse collection features 45 digital billboards in Decentraland and Somnium Space and Ocean’s three NFT sites. The intention is to occupy key locations within the Somnium Space platforms to deliver ‘maximum engagement’ and reach highly trafficked and immersive areas.
Ocean Outdoor director of Ocean Labs, Catherine Morgan, added: “The launch of Ocean’s metaverse network provides brands with the opportunity to create dual world campaigns, providing access to young tech savvy early adopters across our DOOH real world network and in the virtual realm.
“For brands we are creating an easy access point in to the metaverse where they can test and learn without having to invest in purchasing land.”
The self-proclaimed ‘landmark moment for the metaverse’ has reportedly opened a new business model up for creators – advertising. This campaign, powered by LandVault and Ocean, intends to highlight the fact that every creator can now monetise their content in an automated way, and brands can now extend their reach into the ‘fast growing’ Web 3 metaverse.
Landvault CEO Sam Huber concluded: “The metaverse is estimated to be a trillion dollar opportunity over the next decade, becoming a more immersive version of the internet. It is imperative for brands to jump in early and learn the ropes of this new channel to not be left behind and benefit from being an early adopter.”