R/GA virtual event with Conagious brought together professionals to discuss experiences
This Thursday (27), R/GA held a virtual debate on topics related to the metaverse, such as NFTs, blockchains and brand experiences in this universe.
“From Scrolling to Strolling: Creating Experiences in the Metaverse” featured Nick Pringle (SVP Executive Creative Director), Rachel Stones (Epic Games’ Business Development Manager), Luke Franks (Welcome to the Metaverse Podcast Host) and Victoria Wells (R /GA’s Web3 and Metaverse Strategy Director) Moderated by Chloe Markowicz (Contagious Editor).
The idea for the conversation arose in the context of the rapid acceleration of the metaverse, powered by blockchain technology, NFTs and cryptocurrencies. While the metaverse is still somewhat experimental, the scope for innovation is vast.
For Rachel, this whole universe has a very strong connection to music, which helps to focus on the experience. “It’s less about the product and more about what you do,” he says.
Franks believes that brands have great power in exploring all possibilities, but that they need to be authentic and offer value before aiming for profits. “If you are a brand, you can add many interesting things. You have to add value before you want to make money with NFTs, for example. You are a brand building a community with your consumer”, he believes.
Pringle draws attention to the impact on creativity and greater freedom. “In this metaverse world, being an avatar how do you represent yourself? It’s people coming together, creating community as they imagine. We’re just getting started”, he reflects. Victoria, on the other hand, when asked whether or not the market is already in the metaverse, he analyzed the moment as “of transition, of engagement”.
Among the advice for brands that are starting out, Rachel spoke of preparation. “Learn what you can and think that you’re driving and can crash anytime,” Rachel said. Pringle stressed the importance of planning and “having a long-term strategy.” Victoria spoke about patience and the spirit for this moment: “be optimistic and inspiring”. Luke, on the other hand, pointed out that the rules are completely different and that it is not enough to recreate them. “You have to use the unlimited creativity you have in this world,” he says.