Argos is launch partner for Ocean’s cross-platform metaverse/out-of-home offering
LandVault’s tech will synchronize content between physical and virtual billboards.
Argos steps in as the debut brand partner for a split reality metaverse network
The burgeoning metaverse is being made real by Ocean Outdoor with the launch of a metaverse/digital out-of-home package, with Argos as its brand lead.
Dispensing with tattered catalogs for the glitz and glamour of the cutting edge of tech, the retailer has booked space on roadside screens to promote its latest gadgets, reaching early adopters as well as audiences who aren’t ready to don a VR helmet.
Working with Ocean’s extensive outdoor infrastructure, the metaverse network will lend prominence to Argos products across physical and virtual reality. This will include a tri-screen appearance at Holland Park roundabout, London, which will be paired with a replica of the billboard within the metaverse itself.
Explaining the retailer’s desire to step into the unknown as a metaverse trailblazer, campaign manager Becky Desert said: “This campaign is part of a reappraisal strategy for Argos where we hope to drive consideration and awareness of more premium products and brands that some people don’t think of Argos for.
“Part of changing shoppers’ minds is about what we say, but it’s also important that we show up in new, interesting and relevant contexts. That’s why we jumped at the opportunity to appear in the metaverse, particularly for this campaign that is centered around desirable tech.”
Synchronization of content between physical and virtual billboards is made possible by using programmatic technology provided by LandVault (formerly Admix) to create what is described as the world’s first cross-platform web3 metaverse out-of-home package.
Artur Sychov, founder and CEO of Somnium Space (one of the VR worlds hosting Argos), said: “This is a truly unique moment for metaverse since it provides the first-ever ability for audiences to connect with brands and physical items in an immersive, cross-reality way. Moreover, owners of these NFT billboards will be getting direct revenue from these campaigns, allowing them to reinvest parts of profits directly into generating more content and organizing better and bigger events at their locations, thus generating more visibility for brands."
45 digital billboards will carry this messaging across Ocean’s metaverse estate at high-traffic gaming zones, as will hoardings in physical locations in Birmingham and Manchester until 23 October.