HomeHow SK Telecom’s Ifland Metaverse Global Launch Took Marketing to the Next Level

How SK Telecom’s Ifland Metaverse Global Launch Took Marketing to the Next Level

SK Telecom (SKT) Ifland Metaverse demonstrated how Metaverse could expands company’s network globally.

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Updated: April 10, 2023
SKT Ifland Metaverse

SK Telecom, one of South Korea’s largest telecommunication companies, took a step towards the future by launching its Metaverse platform, Ifland, globally. 

SK Telecom (SKT) has set its sights on making Ephland the number one global social Metabus. 

The company plans to achieve this by expanding its access to K-pop content, developing joint content with overseas partners, and strengthening communication within the service.

SK Telecom (SKT) is focused on expanding the global reach of its Metaverse platform, Ifland. They are also partnering with major telecommunications companies in different continents to achieve this goal.

The Campaign– To Create a New User Social Experience and Expand Its Global Presence

SK Telecom launched Ifland, its Metaverse platform globally, in 49 countries and regions.

The platform is designed to provide users with an immersive social experience. It allows them to interact with each other in a virtual world.

The company aimed to create a new user social experience and expand its global presence.

The Republic’s Global Version of Ephland supports English, Chinese (Traditional and Simplified), and Japanese to support global expansion.

It is also available on both Android and iOS platforms. SKT is integrating international services both internally and externally within existing apps.

For instance, the existing Ephland app functions the same way overseas in Korea. It will run as a “Global Set” when accessed from abroad and as a “Korea Set” when accessed locally.

Ephland’s slogan, “The New Way of Socializing (Social in the global market),” highlights its unique Metabus communication experience.

SKT aims to enter the global market effectively by partnering with major carriers by continent.

The company has partnered with e& (formerly Etisalat Group) in the Middle East, Africa, Asia, and Singtel in South East Asia to expand its reach.

SKT has also signed a memorandum of understanding (MOU) with NTT Docomo, the largest mobile operator in Japan, to collaborate in content, technology, and service to advance their Metaverse services further.

Under the MOU, SKT and NTT Docomo will form a strategic partnership in three key areas – Metaverse, mobile network infrastructure, and media business.

The companies plan to create more significant teamwork by cooperating with SK ICT affiliates. Such as SK Hynix and Contents Wavve (a joint venture between Korean terrestrial broadcasters KBS, MBC, SBS, and SKT).

SKT also plans to engage in partnership discussions with other brand telecommunications companies to expand its global reach further.

SKT Ifland Metaverse

How Does This Differ from Other Campaigns in the Metaverse?

The Ifland Metaverse launch campaign differs from previous SK Telecom campaigns in several ways.

Firstly, the company ventured into a new area – the Metaverse – which it had not explored before.

The Ifland platform’s launch was a significant step toward the future of social networking. It is a new direction for SK Telecom.

Secondly, the Ifland Metaverse launch campaign was a global campaign. It is different from previous campaigns, mainly focused on the Korean market.

The company’s aim to expand its global presence is evident in this campaign, which has helped SK Telecom reach a broader audience.

Thirdly, the Ifland Metaverse launch campaign was a multi-channel campaign that used a combination of traditional and digital marketing strategies.

SKT Ifland Metaverse

How Did the Campaign Perform?

The Ifland Metaverse launch campaign was a massive success, with positive feedback from users and media outlets. 

According to a press release, Ifland amassed a user base of 12.8 million in Q3 2022.

In comparison, Naver Z’s Zepeto, a local competitor, has over 300 million global downloads, with 95% of its users hailing from outside South Korea.

The Korea Information Society Development Institute (KISDI) reported that as of 2021, SK Telecom owns over 47% of all mobile communications users in South Korea.

Using the marketing analysis, here’s a bullet-point analysis of the Ifland Metaverse launch campaign:

  • The company used a multi-channel approach to reach a broader audience, including collaborating with media outlets and influencers.
  • SK Telecom used targeted advertising to get users likely interested in the platform, resulting in a high conversion rate.
  • The company used user-generated content to showcase the platform’s features, which helped build trust and increase user engagement.
  • The campaign was backed by a robust social media strategy that helped create buzz around the platform’s launch.
  • The company used analytics to track user behavior and tailor its marketing strategy accordingly, resulting in better ROI.

What Could SK Telecom Learn From Other Campaigns in the Metaverse?

The launch of the Ifland Metaverse platform by SK Telecom was a significant step towards expanding the company’s global presence and tapping into the growing market of virtual worlds.

The campaign promoted the Ifland platform’s features and benefits to a worldwide audience, focusing on creating an engaging and immersive social experience.

SK Telecom could also learn from other campaigns, such as Lego and Epic; their partnership created Metaverse for kids, focusing on safety and privacy.

Or from Disney, which aims to bring life to Disney characters in Metaverse and let users experience Disney land virtually, especially for those users who cannot make it in real life due to their locations.

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