P&G held a metaverse consumer experiment

Last week, consumer product juggernaut Procter & Gamble and retail powerhouse Carrefour welcomed participants to a metaverse test session. During the three-day experiment, participants logged into P&G’s LifeLab where they could assist the company’s mascot with various household chores while learning about various P&G goods.

Although Gucci, Prada, and NikeNKE have taken the lead in retail metaverse endeavors, the more commonplace coupling last week demonstrated how the technology may be utilized for immersive marketing to consumers outside of crypto enthusiasts and the extremely wealthy.

Denise Rodrigues-Vielliard, press manager at Carrefour, states, “We think that the metaverse is not only for a few people or for premium goods, it can penetrate our everyday life and be available to everybody.”

The three-day project made the metaverse more interactive. Instead of simply signing up for a virtual world to learn about the companies, users were given a mission, a deadline, and a reward. Low entry barriers made widespread adoption possible. Users merely needed to click a link, make an account, select an avatar, and press the “go” button. No need for expensive equipment like headsets.

Both businesses used the Mr. Clean campaign as a chance for learning rather than as a sales drive, putting an emphasis on customer feedback. According to Rodrigues-Vielliard, the average user time in Mr. Clean’s kitchen was 13 minutes

P&G’s LifeLab virtual environment, according to a corporate spokeswoman, “allows us to reach a more expanded, worldwide audience without the boundaries of time and location.” An episode of a TV show on NetflixNFLX lasts 25 minutes on average for users on the platform.

With the goal of uniting the brands of the consumer goods manufacturer under one virtual roof, P&G’s LifeLab has been at the forefront of the company’s metaverse projects. Another virtual world, BeautySphere, which allows users to explore P&G’s cosmetics options, was unveiled this year.


Image credits: Shutterstock, CC images, Midjourney, Unsplash.