Marketing in the Metaverse and Web3- Building Brands in Decentralized Worlds - Part II

Part 1 explores how marketing in the Metaverse and Web3 marks a significant departure from traditional marketing playbooks. It also highlighted why grasping the fundamentals—cryptocurrencies, decentralization, NFTs, and the cultural mindset behind them—is the first step toward reshaping how your brand connects with its future audience.

Now, we shift to what matters most: the real strategies, the practical opportunities, and the early moves that set winning brands apart.

This is where theory meets momentum. And where your brand stops experimenting and starts leading. Join us as we explore how you can transform your brand into a leading force within these evolving digital worlds.

Smart Strategies for Marketing in the Metaverse

To stand out in this fast-moving, ever-evolving digital universe, marketers need more than creativity—they need a willingness to break old habits and adopt a new approach to brand-building.

1. Craft Hyper-Personalized, Immersive Brand Experiences

Success in the Metaverse begins with experiences that feel personal, meaningful, and genuinely fun. Brands that thrive here don’t simply show up—they invite people in.

A great example is Hyundai’s “Hyundai Universe” on Roblox, where users explore futuristic worlds, test-drive digital vehicles, and jump into mini-games. It feels less like a campaign and more like an adventure—blending entertainment with subtle brand storytelling.

2. Maximizing Technological Innovation

The Metaverse rewards brands that push the boundaries of what technology can do. VR, AR, AI, blockchain—they’re not buzzwords here. They’re the building blocks of experiences you simply can’t pull off in the physical world.

L’Oréal embraced this early on with its NFT beauty collection, created in collaboration with digital artists. Through blockchain, buyers gained unique digital assets that felt perfectly aligned with L’Oréal’s identity as a trend-setting beauty powerhouse.

3. Build Real Communities, Not Just Audiences

In decentralized worlds, people don’t want to be marketed to—they want to be part of something. That means engaging authentically, listening closely, and showing up consistently.

Balenciaga nailed this by partnering with Fortnite, not only selling digital outfits but genuinely participating in the gaming culture. Players could dress their avatars in Balenciaga gear and interact with the brand inside the game’s universe—creating a presence that felt natural, not promotional.

4. Put Digital Safety and Privacy Front and Center

As the Metaverse grows, so does the volume of personal data and digital interactions. Brands that prioritize transparency and security will win trust early—and keep it.

Accenture’s approach highlights this. By building its own Metaverse platforms with cybersecurity baked into every layer, the company creates trusted environments where employees and clients feel protected, not exposed.

5. Measure, Learn, Adapt—Repeat

The Metaverse moves fast. Strategies that work today may feel outdated in six months. Brands that succeed adopt a Silicon Valley mindset: they experiment, measure, refine, and repeat the process.

Spotify’s “Spotify Island” on Roblox reflects this approach. By analyzing how users interact with virtual artists, games, and music-driven environments, Spotify continually fine-tunes its experiences to increase engagement and discovery.

Building Truly Immersive Brand World

More entrepreneurs and marketers are looking for ways to elevate their brands using next-generation tools. And the competition inside the Metaverse—this ever-expanding digital frontier—is intensifying quickly.

While the early investments may seem steep, economists widely agree that this is the next big battleground. Bloomberg Intelligence projects the Metaverse could become an $800 billion market, signaling enormous economic upside.

In Forbes, Vikas Agrawal, co-founder of Infobrand—, describes the Metaverse as a place where brand narratives can evolve into full-scale virtual realities. When executed well, immersive brand experiences don’t just support marketing goals—they become the goals.

To create experiences that truly resonate:

• Design interactive 3D spaces that people can freely explore: Let users roam, play, and discover your products or services as if they were walking through a next-level flagship store.
• Use gamified activities to reinforce your brand story: Mini-games, challenges, and virtual quests transform brand awareness into emotional engagement—something traditional ads rarely achieve.
• Turn passive audiences into active co-creators: Invite users to shape the story, customize their environment, or join collaborative experiences. When people help build the world, they stay invested in it.
• Foster loyalty by offering value beyond the product: community entertainment, land earning—these are the elements that turn customers into loyal fans within virtual

Marketing Through NFTs and Decentralized Communities

NFTs—Non-Fungible Tokens—have quickly evolved from niche digital collectibles into one of the most potent tools in Metaverse and Web3 marketing. They’re no longer just “assets on a blockchain.” They serve as a strategic bridge between brands and their communities, unlocking new forms of loyalty, fostering deeper emotional connections, and promoting shared ownership. In the world of Web3, audiences don’t just follow a brand—they help shape it.

How Is Marketing Done Using NFTs?

1. Building Ownership-Based Loyalty Programs

NFTs introduce a new kind of loyalty built on true, verifiable ownership. Holders can unlock exclusive rewards—special access, discounts, early product drops—that go far beyond traditional points systems. When customers own part of the experience, their loyalty becomes personal.

Example: Starbucks’ Starbucks Odyssey integrated NFTs, known as “Journey Stamps,” into its loyalty ecosystem. Holders gained access to curated experiences, deepening their connection to the brand.

2. Creating Limited-Edition, Collectible Digital Products

Brands are tapping into the cultural pull of scarcity by creating limited-edition digital fashion items and virtual collectibles. These NFT assets generate excitement, fuel demand, and turn brand moments into shareable cultural events.

Example: Tiffany & Co.’s “NFTiff” collaboration with CryptoPunks allowed Punk holders to transform their NFT into a luxury physical pendant—blending digital identity with real-world craftsmanship.

3. Opening New Revenue Streams and Funding Projects

NFTs open fresh pathways for generating revenue without relying on traditional intermediaries. Digital drops, exclusive editions, and membership tokens can fund future projects or support community growth.

Example: Kings of Leon famously released an album as an NFT collection, offering fans exclusive editions—including the ultimate perk: lifetime front-row seats. It became a blueprint for how artists can rewrite the rules of monetization.

4. Hype-Driven and Word-of-Mouth Marketing

NFT communities thrive on exclusivity, storytelling, and emotional ownership. This sense of pride sparks organic word-of-mouth marketing—often faster and louder than any paid campaign.

Example: CryptoPunks is the textbook case. Its extreme scarcity and cultural influence created a wave of hype that dominated conversations, headlines, and auction houses.

5. Integrating NFTs with Real-World Experiences

NFTs aren’t limited to virtual environments—brands can combine them with real-world products and experiences to deliver added value.

Example: Nike launched its CryptoKicks series as NFTs linked to physical sneakers, allowing NFT holders to “mint” a real shoe that matches the digital design.

The Future of Marketing in Web3

Web3 is reshaping digital marketing from the ground up. It’s not just a new channel—it’s a new philosophy built on ownership, transparency, and participation.

Here’s how marketing will evolve:

1. Ownership-Based Communities

Consumers will become stakeholders, not spectators. Communities will co-own ecosystems, vote on decisions, and shape brand direction—driving loyalty that feels more like belonging.

2. Highly Immersive, Personalized Experiences

Brands will craft 3D, interactive journeys in the Metaverse, offering storylines tailored to each user’s preferences—think of it as the digital equivalent of a personalized theme park.

3. Direct, Value-Driven Engagement

No more middlemen. Tokenized rewards—given in exchange for participation—will strengthen trust and make marketing a two-way street.

4. Ethical, User-Owned Data

Marketers will gain access to consumer data with clear permission, enabling highly targeted campaigns while respecting privacy in a way Web2 could never manage.

5. Token-Based Economic Models

Engagement becomes currency. Users can earn project tokens or NFTs that can be traded, redeemed, or reinvested.

6. A Surge in User-Generated Content (UGC)

As power shifts to users, their content creation, gameplay, reviews, and virtual art will carry enormous influence. Smart brands will amplify this voice, not compete with it.

Step Into the Arena Before Everyone Else Does

Marketing in the Metaverse and Web3 isn’t an upgrade—it’s a leap into an entirely new era. Brands now have the chance to craft immersive experiences, build loyalty through ownership, and unlock revenue streams that didn’t exist a few years ago.

Part I introduces the foundations—cryptocurrencies, decentralization, NFTs—and why understanding them is essential.

Part II dives into the strategies that turn this knowledge into real-world impact.

But here’s the truth: Waiting for Web3 to become mainstream is like waiting for the internet to “prove itself” in the ’90s. The biggest rewards go to the early movers.

Start experimenting.

Start building.

Start shaping the space before it shapes you.