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The Drum Awards Martech Brand Strategy

How Dentsu One and Yahoo took B2B into the metaverse

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By Awards Analyst, writer

December 5, 2022 | 3 min read

Dentsu One won at The Drum B2B Awards 2022 in the Best B2B Metaverse Activation category for its work on behalf of Yahoo in the metaverse.

The flexibility of the creation tool lay at the heart of the campaign

The flexibility of the creation tool lay at the heart of the campaign

The metaverse is a relatively new and untested medium, especially for B2B. But experimenting with metaverse platforms has already produced some astonishing work for clients.

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The brief

Yahoo TV has been engaged in enhancing the immersive content experience since 2017 - and has very strong virtual production technology at its disposal. Over the past year, it also found that experiential was the best way to deliver immersive solutions, and set out to marry those two advantages in a metaverse execution.

The idea

The team chose three important clients to introduce to a metaverse experience. The clients knew nothing before embarking on their journeys, and the team itself also didn't know anything about the virtual elements until the clients drew cards representing different event elements such as setting, weather, style, virtual prop and character.

After those clients’ cards were drawn, the team had to respond in real-time and finish their exclusive virtual event in 90 minutes, demonstrating the speed and flexibility of the virtual production technology.

The results

The execution – and the time-sensitive nature of the creation – had a significant impact on the perception of Yahoo's capabilities. As a result, Think Yahoo virtual production is leading the industry - on social media the associated video was viewed 119,000 times.

This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

The Drum Awards Martech Brand Strategy

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