Metaverse Marketing Is Predictably Pointless ... But Maybe Not For Long

The world recently held its first-ever "metaverse fashion week." GM Motors and DKNY were among the brands creating virtual storefronts for the Decentraland Fashion Week. Despite the predictable tech glitches, brands are really excited about the metaverse. Morgan Stanley estimates a €50 billion revenue opportunity and there is a flood of experimentation happening right now. Heineken opened a metaverse bar that doesn't serve drinks. Wendy's has a metaverse restaurant. In Asia, a Unilever owned oral-care brand is asking couples to get married in the metaverse.

Most of these efforts are quirky, amateurish and relatively pointless. But they are a symbol of just how much excitement there is around digital experiences and virtual goods. The craze around NFTs, fueled by the real revenue they are generating, along with these fledgling efforts may have the intended effect. Whether you buy the hype or remain skeptical, the metaverse is getting more real day by day.