Some brief marketing tips

By Tom Ffiske
VR/AR and metaverse analysis every Wednesday and Sunday // 8 May 2022 

Doctor Strange is worth a watch, preferably after a pint with some friends. Enter a multiverse of madness after a gathering of gladness.

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Marketing time

Let’s talk about marketing the metaverse. At the moment, I am writing a report on how marketeers can tap into the metaverse conversation in an authentic way. An antidote to the tide of misdirection plaguing the industry. While it is early days for the report, I have seen three clear lessons, all of which will be expanded upon in the full version:

  1. Don’t add to the noise. Almost every single type of company is trying to take a piece of the pie, even if it is unnecessary. Toy companies, sports companies – even cannabis companies popped one and hopped into the conversation. It is unnecessary, and the authentic companies will bubble up.
  2. Have a clear definition and vision. One company says the metaverse is already here. Remarkable, considering the metaverse is many years into the future, in a form we are not 100% sure about. Set out your goals, and you will be on the same playing field without clogging the fields.
  3. Use your knowledge and expertise to guide, not confuse. You are in a unique and powerful position to make a serious impact. If you are in the field, you know the area far better than most. Use that knowledge to guide more people to the area in a clean and concise way. They will all thank you in the years to come.

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Connect immersive content to the real world

Sam Schoonover, Lead at Coachella Innovation

What is your background?
I’ve built my career at the intersection of music and technology. If it wasn’t one, it was the other – though most of the time, it’s been a combination of both. In my early days I was developing websites while simultaneously curating music for brands. I moved into event production where I worked to execute digitally integrated partnerships at all Goldenvoice festivals. This led me to where I am now, leading the innovation team at Coachella and building Coachellaverse.

What are you working on, and what’s a key learning that you’ve had from it? 
At Coachella, we’re exploring the future of music festivals through emerging technology like NFT’s, AR, VR, and XR. This year we had several large executions that set the foundation for what will develop into the Coachellaverse. Through our 4 NFT collections with FTX, Live Broadcast AR partnership with Flume, Epic Games and YouTube, and on site Niantic and Instagram AR experiences, we were able to introduce to our fans, artists, and partners to the themes and possibilities of The Coachellaverse.

The general idea of what we’re building is a an additional layer of reality that will be a year-round, curated, communal, and experiential virtual space where cultures biggest moments take place – just like its physical counterpart, Coachella. Here, fans are explorers adventuring throughout and discovering new experiences in collaboration with music and visual artists. 

A key learning from this process for our team has been the dynamic of building a digital native community and its similarities to real life relationships. We have a lot of people who are able to contribute thoughtfully in a central location. It’s been important for us to lean into core principles of how to treat people as people and as a brand. Coachellaverse is in start up mode and emotions can run high! Especially when your community is so engaged in the project. For our team, we’re focusing on going above and beyond to lead with empathy while over-communicating our intentions.

If you had to give one piece of advice, what would you give? 
The best piece of advice I can give is that often times when a new space emerges we attempt to bring the structure of the previous ecosystems with us. The metaverse is a blank canvas and it’ll be important for brands and artists to do their due diligence to explore new ways to create and build here. For us, we’re focused on completely reimagining the way different aspects of the Coachella brand can be experienced in AR, XR, VR and NFT’s.

If you want to know more about Sam Schoonover, then click here to find out more. 


Jobs board

DISTRIBUTION AND TOURING PRODUCER. Marshmallow Laser Feast is looking for someone to join our team as a Distribution & Touring Producer. You will have a desire to work at the bleeding edge of immersive storytelling and help shape how that work is distributed globally. We see the development and distribution of MLF’s own work as key to the future success of the business, a key revenue stream and integral in building global brand awareness. This new role will be a vital part of the core team that formulates and realises this ambitious vision. Learn more. 

Find more roles here. 


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Curated by Tom Ffiske every Wednesday and Sunday, and enjoyed by 4,200 professionals.

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Meditative with the VIVE Flow. Photo credit: Tom Ffiske

Tom Ffiske

Editor, Immersive Wire

Tom Ffiske is the Editor of the Immersive Wire, a twice-weekly newsletter on the immersive industry.