The real thing – how brands can be more than advertisers in the metaverse

The role for brands in the metaverse could go beyond that of advertisers, providing spaces for like-minded people to share their passions, research for The Coca-Cola Company suggests.

The Coca-Cola Company has always played in a bigger space than the soft-drinks category. It and its many brands have for decades sought to represent refreshment, fun, sharing, togetherness and being ‘real’.

Now it’s going beyond IRL to explore the potential...

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