#37: Walmart Rolls Out New Immersive Shopping Platform 'Realm'

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TL;DR

1. Walmart: Launches New Immersive Shopping Platform ‘Realm’

2. Balenciaga: Launches ‘BFRND’ Game & NFC-Chipped Merch

3. HUGO BOSS: Launching New Tokenized Loyalty Program ‘XP’

4. Lufthansa: Partners with Meta to Bring Quest 3 Headsets In-Flight

5. BLACKPINK: K-Pop Group Launches NFTs with VeVe Marketplace

6. Tokyo Metropolitan Gov: Roblox & AR Experiences to Drive Tourism

7. Visa: Brings ‘Live at le Louvre’ Concert Event to Paris & Roblox

8. Lamborghini: Refreshes Roblox Experience with New Urus SE Car

9. WNBA: Digital Products Added To NBA Avatar Roblox Experience

10. Sony Pictures: Partners with Easy Obby to Bring Garfield to Roblox

11. Manchester City: Celebrates Win & New Jersey in Fortnite

Around the Block…

1. Walmart: Launches New Immersive Shopping Platform ‘Realm’

• Walmart launched a new immersive shopping platform called ‘Realm’ on Wednesday.

  • The platform is centered on providing a fresh e-commerce experience that integrates creator personalities and social trends to curate a collection of products in a discoverable format.

  • The experience launched with three thematic virtual shops - So Jelly, Y’allternative, and Go Chromatic.

  • Visitors can navigate around the shops, collecting ‘sparks’ to unlock a reward, explore products, and purchase through the environment.

  • In addition to the virtual shops, the experience includes a ‘Discover’ page that is representative of a social media feed - highlighting products and creator content.

• The experience was created in partnership with Sawhorse Productions (the production company behind the Walmart Discovered Roblox experience), virtual store platform Emperia, influencer marketing agency Influential, and metaverse insights platform GEEIQ.

• Sources: Walmart Realm / LinkedIn (Justin Breton)

2. Balenciaga: Launches ‘BFRND’ Game & NFC-Chipped Merch

• Balenciaga continues to lean into music collaborations & gaming with their latest experience - a partnership with French musical artist ‘BFRND’ who has composed all of Balenciaga’s shows since 2017

  • The collaboration includes a music playlist from the artist a new 8-bit video game, and NFC-chipped merchandise.

  • The game features multiple levels, transporting players to France as they visit notable Balenciaga fashion shows over the past few years surrounded by BFRND music.

  • The merchandise includes a range of sweatshirts and t-shirts starting at $875 - all items are embedded with an NFC chip that can be scanned to unlock an exclusive level of the 8-bit video game.

• Sources: Balenciaga Bfrnd Game

3. HUGO BOSS: Launching New Tokenized Loyalty Program ‘XP’

• HUGO BOSS is taking its loyalty platform to the next level with its newly unveiled ‘XP’ program that is backed by blockchain technology.

  • The experience will be tied to the HUGO BOSS mobile app, where members can collect and redeem NFTs through various brand engagements.

  • As part of a multi-year plan to evolve customer loyalty, NFT ownership will unlock exclusive products, services, brand experiences, and offers.

  • The press release also teases product co-creation, digital wearable items, and in-store mobile tap-to-experience services.

• The experience will launch in June 2024 in the UK with the intention for other countries to follow.

• Sources: HUGO BOSS / HUGO BOSS XP

4. Lufthansa: Partners with Meta to Bring Quest 3 Headsets In-Flight

• Starting this summer, Lufthansa will offer new in-flight entertainment through Meta Quest 3 headset access on select flights for Business Class Suite Passengers.

  • Passengers can use the headset to access movies, TV, travel, and podcast content and play interactive games.

  • Meta also announced that they have upgraded the device's ‘travel mode’ to make in-flight entertainment more comfortable.

• Lufthansa is not new to consumer tech innovation, launching their blockchain-backed loyalty program, Uptrip, last summer.

• Sources: Meta

5. BLACKPINK: K-Pop Group Launches NFTs with VeVe Marketplace

• BLACKPINK partnered with VeVe to launch an NFT collection called the ‘Pink Venom Series’ available from May 22nd - 26th

  • The collectibles showcase each of the group’s members in digital outfits from the Bulgarian fashion brand DEMOBAZA

  • Collectors who own a collectible of each of the four members will be able to unlock a free Pink Venom card - which can be redeemed for an exclusive collectible

• Sources: VeVe (BLACKPINK Collection) / VeVe

6. Tokyo Metropolitan Gov: Roblox & AR Experiences to Drive Tourism

• The Tokyo Metropolitan Government is leaning into new technologies to drive tourism and engagement.

  • The government branch has launched a dedicated Roblox experience, ‘Hello! Tokyo Friends,’ centered on making the city accessible. Visitors can explore districts from the city’s past and present. Players can also participate in games such as a treasure hunt, Sushi Showdown, and the Edo Dash. Since launching in mid-February, the experience has garnered nearly 3M visitors to date.

  • Additionally, they have rolled out a web-based AR experience for visitors in Tokyo. Participants can use a map to find AR check-in locations; when in the area, individuals can scan checkpoints and access the AR camera to take fun, memorable photos.

  • Participants who engage with the AR experience can also unlock Roblox wearable items, which can only be redeemed when the web app is connected to a Roblox account.

• Sources: Hello Tokyo Friends / Roblox (Hello! Tokyo Friends)

7. Visa: Brings ‘Live at le Louvre’ Concert Event to Paris & Roblox

• Visa is kicking off its lead-up to the Summer Olympics in Paris with its first activation, which can be experienced locally and globally.

  • The event, ‘Visa Live at le Louvre,’ will include a real-life concert on May 28th, headlined by Post Malone; French residents could enter a lottery for tickets.

  • Digitally, Visa has created a Roblox companion experience that will be free for the public to participate in around the globe. The Roblox experience will live stream the Post Malone concert and showcase Louvre art pieces, host creative activities, and exclusive Roblox wearable items.

  • The Roblox experience is currently closed but will open before the event.

• Sources: Visa / Roblox (Live at le Louvre)

8. Lamborghini: Refreshes Roblox Experience with New Urus SE Car

• The luxury car brand has refreshed its ‘Lamborghini Lab’ Roblox experience to showcase its new Urus SE car.

  • Players can customize the car & race with friends in track competitions.

• The ‘Lamborghini Lab’ Roblox experience was originally launched in December 2023 and has over 2M visits to date.

• Sources: Roblox (Lamborghini Lab) / Lamborghini

9. WNBA: Digital Products Added To NBA Avatar Roblox Experience

• NBA has refreshed its NBA Avatar Catalog shop to include WNBA digital merchandise for the start of the 2024 season.

• Digital items are available for purchase with Robux representing the 12 teams in the league.

• Products were created in partnership with F84, a production studio that supported the initial experience build.

• Sources: Roblox (NBA Avatar Catalog) / F84

10. Sony Pictures: Partners with Easy Obby to Bring Garfield to Roblox

• The Garfield Movie has partnered with ‘Easy Obby’ Roblox experience to showcase Garfield and Odie to players for a limited run.

  • Easy Obby is a Roblox experience that was created in 2020 and has over 1.3B visits.

• The takeover experience includes a minigame to collect milk bottles, win in-game rewards, and earn exclusive UGC digital wearable items.

• The experience was created with Sony Pictures Entertainment, Wildbrain Media Solutions, and GameFam.

• Sources: Roblox (Easy Obby) / LinkedIn (James Broad) 

11. Manchester City: Celebrates Win & New Jersey in Fortnite

• Fresh off their Premier League win, the football club is integrating into Fortnite - showcasing their 2024/2025 season jersey and their new trophy in ‘gamer-built’ worlds.

• The club has selected five games to integrate within, which will remain live until May 23rd.

• Sources: Manchester City

Chain Reactions!

• Companies Leading the Way

  • I’ve noticed the same handful of companies continue to pop up over the past six months—trialing a breadth of emerging technologies and seemingly having the budget to explore. Here are some who I feel are leading the way:

    • Walmart: They’ve been leaning in on the idea of the ‘metaverse’ - creating ‘The Cultureverse’ experience on Spatial, launching ‘Discovered’ on Roblox, and partnering with game development engine Unity to allow developers to sell real-life products through games using their API. Now, with the launch of ‘Realm’, they continue to lean into new paths for commerce.

    • Nike: No surprise here; Nike has continued to play with new technologies to create fresh experiences (even despite the rumblings of their Web3 efforts being downsized). From their blockchain-backed platform .SWOOSH, to integrations in Fortnite and an exclusive Air Jordan mini-game, to exclusive IRL sneakers and an AR experience in Paris - they keep themselves near the head of the pack.

    • HUGO BOSS: Has been impressing me in 2024. They’re going all in on technology exploration and I love how they have been extending their physical events across metaverse platforms to create global accessibility. In January, they activated stunt hologram 'billboards’ to launch their new collection in London, March they launched a dedicated Roblox experience & game (along with a tech-infused launch event for their HUGO BLUE denim line), April they created a virtual version of their vacation house ‘BOSS HOUSE BALI’, May they updated Roblox to mirror their IRL Formula 1 event held in Miami, and now in June they have announced a blockchain-backed loyalty program.

    • Manchester City: Surprising to include an English football club on this list, but they have been continually making moves. The club has been leaning in on NFTs with a number of collections so far this year with OKX and Quidd. They have also leaned into gaming - with an experience on Roblox called ‘Blue Moon’ and their recent integration into Fortnite.

    • Adidas: Adidas has been a mainstay in the innovation space since leaning heavily into Web3 with their ‘ALTS by adidas’ program. Since, they have continued to cater to crypto/NFT audiences through their digital art project ‘RESIDENCY’ and partnership with step-to-earn app STEP’N. Beyond that, they’ve rolled out some cool partnerships featuring NFTs with BAPE, Moncler, and Bugatti. They have also aimed to broaden their appeal by entering Roblox with pop-up shops and their own dedicated experience.

    • Honorable Mentions: Gucci, Louis Vuitton, and Mercedes-Benz continue activating across various innovation spaces.

DISCLAIMER: This content does not contain investment, tax, legal, financial or other advice & is not intended to be used in this way. It includes the opinions of the author & is strictly for informational purposes. Please do your own research.