Duolingo advertises in Decentraland

The blockchain-based virtual reality platform Decentraland consists of over 90,000 plots of virtual land. Here, users can create content and apps, monetise them and use them themselves. The language learning platform Duolingo has also rented a piece of land in Decentraland, where Duo can be seen as a giant version. The owl holds up an advertising board in the style of a push notification, true to the motto: even in the metaverse there is no escaping Duo's reminders, which are notorious within the community.

On the game platform Roblox, users can create their own games and play the games of other users. Here, Duolingo promotes more than 20 fan-developed games in its own virtual hub. Users can explore the Duolingo space, try out the games and also buy virtual merchandise that can be paid for with coins won in the games.

The special thing: The participation of the fans

According to James Kuczynski, Creative Director Brand & Marketing at Duolingo, the company wants to create an experience where fans can take action and interact with the brand themselves: "Traditionally, brands that are active in the metaverse create their own environments or worlds for others to engage in. However, in the case of Duolingo, a brand loved by many, including Roblox, we wanted to create an experience that gave fans the opportunity to create something with our brand and our beloved owl character Duo that they would enjoy and share with friends."

Now it remains to be seen which other brands will conquer the metaverse with creative campaigns. In order for the new type of out-of-home advertising to take off, more users must enter the metaverse. Hopes are high, according to insider Angie Gifford, Vice President EMEA at Meta, who reckons that more than a billion people could be reached in ten years.

Source: onlinemarketing