"The metaverse can become a gigantic marketing channel"

m&k Werbewoche.ch : Tobias Müllhaupt, forFor many people, the metaverse and everything that goes with it areört, nor "New territory". However, you have already created a GeschäThe company has developed its own business model. What, in simple terms explainärt, does your agency "Miss Wolf"? Tobias Müllhaupt: With Miss Wolf, we produce all advertising media that can be displayed on a digital screen: whether social ads, sophisticated HTML5 ads, DOOH or complex dynamic feeds. With the advent of Metaverse, it is natural that we have now expanded the above portfolio. We have recently started offering productions for Metaverse platforms, NFTs and also AR productions. Brands or agencies come to us who already have a mature idea of how and where they want to be present in the Metaverse. We then take over the production job.   If you still ühas no idea at all what the metaverse is about. is: Can you give us a crash course? The basic idea of the metaverse is not complicated. Simply put, the metaverse encompasses any digital experience that is three-dimensional, immersive, permanent, and virtual - that is, that does not take place in the physical world. There are two terms of the metaverse in particular that need to be distinguished: Virtual reality refers to an entirely new 3D digital world that replaces reality; in augmented reality, digital content is added to the natural environment.   Why should companies in Switzerland already beür interested in what happens in the metaverse? Nowadays, we are no longer in a linear, but in an exponential development of technologies. This means that it can happen unimaginably quickly that new technologies become accepted by the masses and the development of the metaverse is thus massively accelerated. As a company in Switzerland, I would therefore already start thinking strategically about how I can use the current or future Metaverse technologies. Modern and scalable business models will emerge. I see "growth hackers" and digital marketing pioneers as responsible for pitching and driving the entry into the metaverse within a company. Another term that you can always häThe one that reads more often is that of "NFT". Digital images of bored looking monkeys are used by pop stars füThe auction was held for horrendous sums of money.ünstler Wolfgang Beltracchi launches a DaVinci collection on the Blockchain. Once again füFor laymen like me, what is an NFT? Non-fungible tokens are non-exchangeable, blockchain-based tokens that can be used to digitally map ownership. The beauty of this is that, thanks to the transparency of blockchain technology, anyone can check whether someone actually has the rights to a digital asset or not. For example, a digital image or piece of music can be copied and downloaded thousands of times. Nevertheless, there is only one token that represents the original, and the blockchain can be used to show whether someone is in possession of this token or not. This is regulated via so-called smart contracts. These are "digital contracts" that can also be viewed transparently. What I find exciting is that with NFT transactions, Creators are rewarded for each transaction. For example, a Creator can program royalties into their NFT. Each time the token changes hands, a portion of the resale value is returned to the original creator or to any person or organization.   Here, too, the question arises: Which applicationöThere are many possibilities forür company? Already now there are interesting possibilities to get involved as a company: The "simpler" way is to launch your own NFT collection with art, trading cards ... or to buy virtual land. If you want to get started in a more complex way, you can create virtual brand experiences on platforms like Roblox and Decentraland. Here, the focus is on brand awareness and engagement for now. Great examples are Vans World and Alo Sanctuary. Alternatively, as a simple end user, you can get the Oculus Quest 2 and take your first steps into the metaverse. Let's talk üWhat are your Metaverse visions for the near future, what will möbe possible? The one extreme is: Everything collapses and the fundamental idea, the decentralized vision does not prevail. The other extreme is: The whole life takes place only in the metaverse and the "virtual me" has at some point more value than my "real me". As we know, the solution will settle somewhere in the middle of these two extremes. The key is to first overcome fundamental hurdles: The technology has to be there - you need VR goggles, for example, that won't make you dizzy if you wear them for a long time. The big tech companies are working on such solutions right now. Profitable business models for companies also need to develop.   And how köBrands can leverage these developments to create new revenue streams.öme and generate leads? The Metaverse has the potential to be a fully functioning economy. Individuals and businesses will be able to create, own, invest, sell, and be compensated for various "works." The metaverse can become a gigantic marketing channel for businesses.

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* Tobias Müllhaupt (pictured below as Digital Avatar) is founder and CEO of the digital production agency Miss Wolf in Zurich. The 29-year-old previously worked as Head of Social Media for Globus, among other positions. The company produces säAll advertising media that can be displayed on a digital screen can be used in the same way.öand has recently started to offer productions for theür Metaverse-platforms, NFTs and AR productions.