This Week in the Metaverse: Tinder Connect with Web3, Meta

Things are moving fast in the metaverse and the wider world of Web3 as a whole. Depending on who you ask, this futuristic blockchain-based space is either the next big thing for marketing — and pretty much everything else — or an overrated fad. Here’s what you need to know from last week:

Adidas takes another step into the metaverse with interoperable character-based avatars

Adidas lance une nouvelle plate-forme qui permettra aux fans de développer des avatars personnalisés qui auront une “interopérabilité” – en d’autres termes, ils pourront entrer etr “plus de 1 500 applications et jeux exploremérents se communisé”, dlon the society. . The new platform will also take advantage of artificial intelligence to adapt each avatar to the specifics of the creators’ character. Launched to celebrate the brand’s upcoming Ozworld collection (a revival of the shoe originally discontinued in the ’90s), “Ozworld Digital Experience” was developed in partnership with Ready Player Me, the popular avatar creation platform. While Ready Player Me typically creates avatars based on users’ physical appearance, adidas says its new platform will create avatars based on personality. “Whether it’s IRL or URL, the Ozworld Collection boldly represents a platform for experimentation with style and an invitation to the pursuit of personal expression,” adidas said in a statement. Adidas has become something of a virtual tastemaker in recent months, pushing boundaries as the metaverse continues to become increasingly relevant to marketers. In December last year, for example, the company made headlines when it launched its first collection of NFTs with the Bored Ape Yacht Club, arguably the world’s most popular NFT series. According to adidas, its new Ozworld avatar creation platform is the latest step in its ongoing mission to “create a path that is truly open and optimistic for everyone.” The new platform will be launched tomorrow.

Rumors about “Zuck Bucks” started circulating

In February, Meta (formerly Facebook) caused a stir in the press – and many people grumbled – when it announced that it would begin calling its employees “Metamates”. Now, the company appears to be taking another step forward with its in-house ecosystem branding with plans to unveil a virtual currency that some might call “Zuck Bucks,” a name derived from the name of the company’s founder and CEO, Mark Zuckerberg. According to The Verge, the new currency will not be a cryptocurrency. Alternatively, it can take the form of “in-app tokens that are centrally controlled by the company,” similar to Robux, the virtual currency that Roblox collects and controls. Meta has yet to release any official statements confirming or denying the report, which originally appeared in the Financial Times. If it materializes, so-called Zuck Bucks will likely help solidify Meta’s independent virtual brand experience, which is less indebted to other financial regulatory entities.

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Chipotle offers a virtual burrito in Roblox

Virtual burritos, anyone? To celebrate National Burrito Day (April 7) – yes, that’s a thing – Chipotle has expanded its presence in the metaverse by challenging fans to roll virtual burritos for a chance to win burritos here in the “meat space” (a nickname for the never-before-seen “real world”). ). Hosted on Roblox, the new Chipotle Burrito Builder game is “inspired by Chipotle fans on social media who have compared the complexity of a burrito to playing a video game,” the brand said in a statement. Chipotle’s new virtual experience takes advantage of the popular “play to win” model introduced in many games in the metaverse, where users typically complete fun tasks to earn cryptocurrency – but in this case, they’d win a burrito. “We’ve leveraged Play to Win, an emerging participation model in the metaverse, to launch our new experience on Roblox that celebrates the popular Chipotle Burrito,” Chipotle Chief Marketing Officer Chris Brandt said in a statement. “We blend metaverse elements with real-world elements of our brand to take the Chipotle fan experience to a whole new level.” This is Chipotle’s second activation in Roblox, after “Boorito Maze,” launched in October 2021. The new Chipotle Burrito Builder also appears to capitalize on ’90s nostalgia – a popular marketing strategy right now. By recreating the look of the flagship store in Denver, Colorado as it appeared when it opened in 1993.

Tinder Web3 flirts, makes a move with NFTs

Popular dating app Tinder has launched its first Web3 campaign in partnership with VaynerNFT. In an effort to capitalize on the immense popularity of NFTs and promote itself as a brand with not only its finger on the cultural pulse, but its heart on female empowerment, Tinder took to Twitter earlier this week to ask its followers, “Which female should we follow the artist and creator in the space for? NFT?” Tinder then used the resulting dialogue to host a conversation via ONE37pm designed to provide a supportive and constructive space where female creators and mathematicians can discuss their diverse perspectives on art, sports, and the web 3. This panel featured digital artists Sarah Bowman and Julie Pacino, as well as Kayla Novak, a soccer player for UCLA and Social Media Star. As a keepsake, Tinder provided participants with Proof of Attendance (POAP) NFTs designed by Bowman and Novak. This activation… demonstrates Tinder’s commitment to its long-term vision for Web3 and its ability to continue to provide real value to its customers,” VaynerNFT said in a statement.

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Evian hopes to wow young artists with their first NFTs

Bottled water brand evian has teamed up with “champagne artist” Sarah Shakeel to launch the new NFT, marking the brand’s first journey into the world of Web3. Shaquille, known for her artwork featuring sparkles and Swarovski crystals, has created a new NFT artwork for Evian designed to celebrate and express “the iconic heritage of Evian waters of ice rock in the French Alps.” , according to a press release from Evian. The campaign was launched to celebrate the launch of the brand’s Evian sparkling water, which went on sale earlier this year. “Sara’s digital reimagining of our Evian Mountains perfectly captures and epitomizes the essence, as well as bringing the luster of the new Evian sparkling water to life,” said Lucille Moreau, Director of Culture and Experience at Evian, in a press release. “We are thrilled to take this leap into the world of digital art with our first NFT, allowing the Evian community to interact with and enjoy the brand in new and exciting ways.” The brand has also taken the opportunity to position itself as one of the most environmentally friendly bottled water brands by partnering with blockchain company Tezos, which describes itself as an “energy-saving alternative to more traditional proof-of-work blockchains.” 100% of the proceeds from the new NFT launch will go to the Somerset House Young Talent Fund, which aims to support young artists.

Meta cancels its 2022 developer conference so it can focus on building Metaverse

Meta has canceled its 2022 developer conference in order to prioritize its energies and focus on building the metaverse. It’s the second time in three years that the company — which has changed its name from Facebook, Inc. To Meta Platforms Inc. in October of last year to reaffirm their commitment to being the lead architect of the metaverse – by canceling the annual event. “F8”, as the conference is colloquially known, was canceled in 2020 due to the pandemic; It was practically hosted last year. Typically, the conference is hosted and designed exclusively for Meta, which is an annual opportunity for social media and consumer electronics Goliath to showcase their latest innovations to the rest of the tech world. “[We] Taking a short break from programming and F8 won’t take place in 2022 as we prepare for new initiatives all geared toward the next chapter of the Internet, and the next chapter of our business as well: building the metaverse,” Inc. said in a blog post published on Wednesday.

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