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元宇宙将对食品饮料行业带来哪些影响中英双语

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继续我们的报告解读。

 

本文编译自营销咨询机构Wunderman Thompson发布的第二份元宇宙报告《新的现实》(New realities)。

 

零售业

金融业

医疗保健行业

 

 

76%的人认为餐馆和酒吧将受到元宇宙的影响,74%的人认为食品和饮料行业也将受到影响。美食文化已经在虚拟世界中站稳了脚跟。

 

在元宇宙,我们需要思考超越身体的饮食行为。在社交聚会和文化活动中,食物是一个焦点,各大品牌开始尝试创造性的方法,在虚拟宾客无法吃喝的情况下,捕捉到其中的附加值。

 

划重点*****

 

印度“爆米花”、日本牛肉炒面、巴西“卤煮”和英国威灵顿牛排,在2022年2月一篇题为《模拟人生如何成为互联网上最令人兴奋的美食之地》的文章中,《纽约时报》探讨了视频游戏如何加深玩家的全球美食知识和鉴赏品味,而且《模拟人生》已经成为“一个玩家可以务农、喂饲料、做饭,并且了解人们享受食物的多种方式的世界。”

The culture of food already has a foothold in virtual worlds. In a February 2022 article titled “How The Sims Became the Internet’s Most Exciting Place to Eat,” the New York Times explores how the video game has deepened players’ knowledge and appreciation of global cuisine—with dishes like Indian bhel puri, Japanese beef yakisoba, Brazilian feijoada, and British beef Wellington—and has become “a world where players can farm, forage, cook, and learn about the many ways people experience food.”

 

在元宇宙里,用餐体验是什么样的呢?虽然人们无法通过数字方式吃喝,但食品和饮料品牌正在尝试体验食物的新方式。元宇宙及其配套的数字工具箱已经为品牌提供了参与和试验的新渠道。

But what does a dining experience look like in the metaverse? Although people aren’t able to eat or drink digitally, food and drink brands are experimenting with new ways to experience food. The metaverse and its accompanying digital toolbox are already offering new channels of engagement and experimentation for food brands.

 

可口可乐****

 

图片来源:可口可乐

 

2022年4月,可口可乐在《Roblox》中推出了最新口味。3月,Coke Zero Sugar Byte在现实世界上市前一个月,便在可口可乐品牌的《堡垒之夜》体验店上架了这款饮料。

The brand also launched its newest flavor in Roblox in April 2022. Coke Zero Sugar Byte dropped a month before hitting physical shelves in Coke’sbranded Fortnite experience,Pixel Point, which opened in March.

 

2022年2月,可口可乐赞助了第一场在元宇宙举办的印度婚礼。这场虚拟活动是在印度Yug元宇宙平台上推出的,其中有可口可乐的舞池和一个装满可乐罐的酒吧,客人们在离开时可以获得可口可乐的折扣和礼品卡,以便在现实世界中使用。

In February 2022, Coca-Cola sponsored the first Indian wedding to take place in the metaverse. The virtual event, which was brought to life in partnership with Wavemaker and ITC on India’s Yug metaverse platform, featured a Coca-Cola branded dance floor and a bar stocked with Coke cans, and guests left with Coca-Cola discounts and gift cards to use in the physical world.

 

可口可乐印度公司IMX主管Sumeli Chatterjee说:“我们处在一个数字化颠覆的时代,技术和数字化是关键的催化剂。”“我们正在设计创新的方式,通过一系列数字媒体接触我们的消费者。”

“We are in an era of digital disruption, where technology and digitization are key catalysts,” says Sumeli Chatterjee, head of integrated marketing experiences (IMX) at Coca-Cola India. “We’re devising innovative ways to reach our consumers through a host of digital mediums.”

 

米勒淡啤***

 

图片来源:Miller Lite

 

米勒啤酒的2022年美国超级碗广告活动完全是在元宇宙中进行的。它没有在比赛期间直播广告,而是在元宇宙开设了自己的酒吧。

Miller Lite’s 2022 Super Bowl advertising campaign took place entirely in the metaverse. Rather than airing a live ad during the game, Miller Lite opened its own bar in the metaverse.

 

Meta Lite Bar开在Decentraland,是元宇宙中第一个由品牌方主办的酒吧,也是唯一可以观看米勒淡啤广告的地方。酒吧里有虚拟啤酒,还有虚拟飞镖、台球、舞台等。“现在你和你的虚拟形象可以和朋友们一起享受米勒时间,”米勒家族品牌的全球副总裁Sofia Colucci说。

TheMeta Lite Bar, hosted in Decentraland, was the first-everbrand-hosted bar in the metaverse and the only place to watch Miller Lite’s Big Game ad. The bar, stocked with virtual Miller Lite pilsners, also featured activities including darts, billiards, a stage with virtual instruments, a photo booth and a jukebox. “Now you and your avatar can enjoy Miller Time with friends,” said Sofia Colucci, global VP of the Miller family of brands.

 

Flyfish**

 

图片来源:Flyfish Club

 

第一家NFT餐厅将于2023年在纽约开业。Flyfish Club将成为会员制餐厅,只有在区块链上购买NFT的代币持有者才能成为会员。物理场所将包括一个高档海鲜餐厅,鸡尾酒酒廊,和一个专为高级会员服务的日料房间。会员可以每月租赁、出售或使用他们的会员资格——这对餐饮行业来说是一个相对较新的概念。

The first NFT restaurant is set to open its physical doors in New York City in 2023. Flyfish Club will be a members-only restaurant where membership is purchased on the blockchain through an NFT and owned by the token-holder. The physical venue will include an upscale seafood restaurant, a cocktail lounge, and an exclusive omakase-style room for primary members. Members may be able to lease, sell, or use their membership on a monthly basis—a relatively new concept for the dining industry.

 

下图是开设虚拟餐厅的5个主要餐饮品牌,包括众所周知的麦当劳。

 

 

虚拟餐馆被用作虚拟人的聚会场所,在元宇宙打响了第一枪。随着它的成熟,元宇宙将成为日常生活的数字层,我们的日常活动和习惯都可以转移到这个空间中。

 

名词解释

[1]The Sandbox:中文名称“沙盒”,是一个去中心化的,社区驱动的游戏生态系统。

[2]Decentraland:是一个基于以太坊,由用户共同拥有并构建的虚拟世界平台。

[3]堡垒之夜:一款免费的多人游戏,你和好友可以在游戏中为了成为最后幸存者而战斗,或者通过合作创造虚拟世界。

 

敬请期待《新的现实》第六篇:工作环境(中英双语)

 

除特殊说明外,文中图片皆来自于Wunderman Thompson报告