TMELAND, the first virtual social music platform under Tencent Music Entertainment, opened a new metaverse zone for fans on October 24 during the Coca-Cola Fan Festival through WeChat mini programs in China.
Fans can not only switch freely between two mini programs, but they can also create their own Coca-Cola virtual avatar. As digital residents in the metaverse space, they can do online shopping, play lotteries and games, and take photos with virtual celebrity avatars.
During this year’s Coca-Cola Fan Festival, users can obtain points by buying coke offline and scanning QR codes. Every user has their own digital avatar and will win more points by interacting with others.
This metaverse zone built by TMELAND for Coca-Cola’s Fan Festival shows many advantages of the new marketing based on virtual communities. First of all, it breaks the time and space boundary of traditional marketing, as fans can log in through the WeChat mini program, then visit the virtual spaces of various brand anytime and anywhere. Secondly, immersive digitalization allows fans to linger in virtual blocks for a longer period of time. Third, the extension of marketing scenarios can make sub-products gain more commercial value.
Technically, Tencent Music Entertainment has strong development ability, and Tencent‘s QQ and WeChat have a large number of users. According to TMELAND’s plan, different levels of solutions such as basic templates and customization will be provided for customers to choose from in the future, which is convenient for brands to choose template rooms for some basic renovation under budget considerations.
In May, Adidas Originals cooperated with TMELAND to hold a metaverse music festival. TMELAND customized various forms of virtual outdoor advertisements for Adidas Originals’ brands, and participants could redeem Ozworld sneakers after completing regular activities.
With the further iteration of technology, in TMELAND’s mini program, brands can update the video content played in the rooms, change the products displayed, and hold launch events and concerts in their own virtual blocks, forming their own metaverse ecology.