Yahoo TV’s winning formula for selling its metaverse co-creation lab to brands
Yahoo TV and Dentsu One Taipe were named winners in the B2B category at The Drum Awards for Marketing APAC.
Yahoo TV Metaverse Lab
Yahoo TV has been enhancing the immersive content experience since 2017 and has built a strong solution through virtual production technology. The virtual production blurred the line between real and virtual word. It is also the easiest way to get into metaverse. There are three advantages of Yahoo TV virtual production: fast, easy to adjust on shooting spot and no need for post-production
Over the past year, Yahoo found that ‘experience marketing’ is the best way to deliver its immersive solutions. It chose three key clients to develop further advanced and exclusive immersive experience. All clients would join Yahoo in metaverse and be the part of the immersive creators.
Yahoo wanted to co-create virtual events in real-time and worked with Dentsu One Taipei on the campaign.
For virtual production solutions, it targeted virtual events or press conferences as its key focus. It invited three clients from different industries – travel (Eva Air), finance (Tokio Marine Newa Insurance) and alcohol (Macallan Whisky) to create three exclusive virtual events in just eight hours on the same day. The experience process would be recorded as a testimonial video for further promotion.
It created three virtual blind dates. The clients knew nothing before embarking on their journeys. The only thing they knew was that they were going to experience the virtual production, but without any details. Yahoo also didn’t know anything about what the virtual elements would be. The clients were asked to draw cards that represented different event elements such as setting, weather, style, virtual prop and character. After they drew a card, Yahoo had to respond in real time, using those elements to create an exclusive virtual event in 90 minutes. It wanted to show the speed and flexibility of its virtual production technology.
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The testimonial video was released at the Dentsu Client Day forum on August 17 and at the Yahoo DSP Summit on August 31, 2022 and received great and positive feedback. Over 98% of respondents to a survey said Yahoo virtual production is leading the industry and 98.9% would recommend Yahoo virtual production to others. The video on social media reached 121,000 streams.