Brands have a natty way of getting into most places. The metaverse, a collective virtual shared space, is no different.

Online platform Roblox, founded in 2004, has been working with brands like Netflix and Gucci to create immersive online experiences. 

Young people have swarmed to Roblox during the pandemic, itching for interaction. Rapper Lil Nas X released his song Holiday at a Roblox virtual concert late last year. Gucci released a fashion line on the platform. 

The long-term goal, according to CMO Barbara Messing, is that brands plan, build and buy immersive Roblox experiences in the same way they would a TV ad. Catch up with Messing’s view of how marketers can approach building for younger peoples’ digital identities. 

Elsewhere, Scott Nover takes a look at the brands—Kool-Aid, Square and Slice right now—making tentative steps on audio platform Clubhouse. I tell you, brands do get everywhere. 

Clubhouse has its problems as a marketing platform, for sure. Measurement and brand safety controls both stop it from being an easy line item on a media plan. Still, it’s looking like a pretty positive bet for business-focused brands, especially going down the moderator route. Moderating a Clubhouse session well (operative word, there) does not look easy, I’m in no rush to do so.

Our newest team member Mark Stenberg has his first piece out this week: a look at how Complex Networks built a solid eight-figure business from merchandising deals from its hot sauce franchise. Check out his piece for the details.

In the busy world of Facebook, David Cohen reports on the first disagreement between the social platform and its oversight board, and it involves Covid-19 misinformation. For more insights from David, check out his newsletter for all you need to know on the social platforms. 

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Thanks for reading and have a great weekend!

Lucinda

lucinda.southern@adweek.com

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