HomeDentsu: Launched the “VARK ARENA” Festival Venue in the Metaverse

Dentsu: Launched the “VARK ARENA” Festival Venue in the Metaverse

The VARK Arena festival shows Metaverse is very capable of bringing the fun of festival in virtual world.

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Updated: March 30, 2023
Vark Arena

In today’s world, brands must keep up with the changing times and emerging technologies to stay relevant.

The Dentsu Group, a multinational advertising, and public relations company, did just that with their latest marketing campaign, the “VARK ARENA” Metaverse Show.

The show, which took place in a virtual world, aimed to bring together technology, entertainment, and creativity to promote Dentsu’s brand image and showcase its capabilities. 

The Campaign–to Reach a Wider Audience and Increase Dentsu Brand Awareness

The “VARK ARENA” Metaverse Show was a collaboration between Dentsu Group and Metaverse Style, a company specializing in virtual reality experiences.

The campaign’s purpose is to showcase Dentsu’s capabilities and expertise in technology and creativity while creating a unique and immersive experience for viewers.

The show occurred virtually and featured various performances, including dance, music, and visual arts.

Viewers could attend the show anywhere in the world through their devices, making it an accessible and inclusive experience. The campaign’s primary goals were to:

  • Promote Dentsu’s brand image as a modern, innovative, and creative company
  • Showcase the company’s capabilities in the fields of technology, entertainment, and creativity
  • Reach a wider audience and increase brand awareness
  • Generate positive publicity and media coverage

As event costs continue to rise, there is a growing need to standardize the design. Also, production of event venues and live production.

In response to this issue, Dentsu has developed the “VARK ARENA.” It’s a versatile space that offers high-quality event production at a reduced cost.

One of the key features of the VARK ARENA is its ability to provide custom designs for each event. It allows for original objects to be installed and creates a unique experience for each attendee.

The venue also offers the option to sell and distribute original avatars and items from client companies.

Participants can enjoy powerful virtual live performances through 3D models such as VTuber Live, with interactive features like gift-giving and commenting.

Additionally, real artists can perform live in 3D 360-degree images, creating an immersive experience for attendees.

The VARK ARENA also boasts a theater where participants can watch video content, including past archives, and a karaoke facility where attendees can enjoy singing along to a prepared song list.

During the event, the karaoke room can be designed to create a unique atmosphere.

Vark Arena

How Does This Differ From Other Campaigns in the Metaverse?

The “VARK ARENA” Metaverse collaboration is different from other campaigns Dentsu has done in the past in several ways:

  1. Using a virtual world to host the show is a new and innovative approach, showcasing Dentsu’s commitment to staying ahead of the curve.
  2. The show focuses is on technology, entertainment, and creativity. It differs from Dentsu’s traditional advertising and public relations campaigns, which often focus on promoting products or services.
  3. The show’s inclusivity and accessibility, allowing viewers from all over the world to attend, demonstrate Dentsu’s dedication to creating engaging and inclusive experiences for its audiences.
Vark Arena

How Did the Campaign Perform?

The “VARK ARENA” Metaverse Show was a massive success for Dentsu Group, generating positive results and exceeding expectations.

The show garnered many views from all over the world, tuning in to watch the performances.

Using the marketing analysis, we can further analyze the campaign’s performance. Here’s a concise but comprehensive bullet point analysis:

  • The campaign achieved its primary goal of promoting Dentsu’s brand image as a modern, innovative, and creative company.
  • Using a virtual world to host the show allowed Dentsu to reach a wider audience, increasing brand awareness.
  • The campaign generated positive media coverage and publicity, further enhancing Dentsu’s brand image.
  • The innovative and immersive nature of the show positioned Dentsu as a leader in the advertising and public relations industry.
Vark Arena

What Could Dentsu Learn From Other Campaigns in the Metaverse?

The VARK Arena festival was a successful campaign for the Dentsu Group. It achieves its goals of promoting its services and showcasing its technological capabilities.

By partnering with various companies and creating an immersive Metaverse experience, Dentsu captured the attention of a wider audience and created a unique experience for attendees.

However, it is not the first foray of Dentsu into the Metaverse as it has already partnered with Microsoft. They launch their own Metaverse version that will develop a pathway that enables companies to offer their clients new opportunities and marketing solutions.

Denstu could learn from another brand campaign as well, such as Heytech.

Heytech launches a virtual festival for their customers and employees in Decentraland to make it accessible to everyone who wants to participate regardless of location while giving them an immersive experience.

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