Top Tips for Brands Looking to Jump Into the Metaverse: Advice From Carl Loredo, CMO of Wendy’s

(Update on November 21, 2022 at 2:00PM PT: This page has been updated to link out to relevant resources.)

It may seem like every other headline recently is about a brand diving into the metaverse—and with an estimated $3 trillion economic impact over the next decade, it’s easy to understand why. It’s an exciting new frontier that brands are eager to tackle, but with so much to explore, it can be daunting to think about taking that first step.

Earlier this spring, Wendy’s debuted the brand’s first Horizon World, the Wendyverse. We asked Carl Loredo, Chief Marketing Officer at Wendy’s, for his expert advice on how brands can think about taking that first step, and how Wendy’s thinks about standing out. Here is his advice:

Carl Loredo: It’s never been the Wendy’s way to simply pounce on the latest trend. We’ve always been purposeful in our campaigns, ensuring we deliver at the right time, in the right place with the right message for our brand and fans. I’m extremely proud of the partnership we have with NCAA as the official breakfast and hamburger of March Madness, and as the queen of all things social and gaming, this year’s tournament felt like the perfect opportunity for our creative team to take on the metaverse in ways only Wendy’s could. After driving thousands of Meta Horizon Worlds’ users online to shoot some virtual biscuit hoops and generating more than 650 million media impressions, it’s safe to say we successfully broke through with “Wendyverse.”

Here are a few tips for brands to consider as they define their metaverse strategy:

Let creators create

We partnered with VMLY&R, Spark, Meta’s Creative Shop and Meta Horizon Worlds creators every step of the way, empowering them to create, innovate and build a truly immersive, authentic experience for consumers. While it’s obviously important to align on your brand’s vision from the start, trusting the creators from the outset is key to achieving a world that sparks wonder and imagination—and ultimately, strong engagement from visitors.

Find your reason for being there

Don’t jump on the trend without having an authentic reason to be there. I see a lot of brands get caught up or distracted by the new shiny thing in the room and end up making a move that leaves everyone scratching their heads. Wendy’s has built an online community over the years that thrives on meeting in emerging places and spaces. Our fans have always been digitally savvy, joining across platforms—so inviting them to meet us in the Wendyverse was just what they were ready for. A brand needs to be consistent in and out of the metaverse, otherwise it won’t work.

Bring a fans-first mindset

It can be tough to balance brand objectives and consumer interests. At Wendy’s, we strive to create branded entertainment—so every branded touchpoint serves the consumer first by enhancing the experience, rather than distracting or detracting from it. In the metaverse, you can’t just slap a logo on something and call it a day. You need to give consumers an immersive opportunity to interact with the brand, so they want to come back for more.

Don’t believe me? Head on over to Wendyverse.com to jump in. There’s a whole new (virtual) world waiting to be explored by brands and consumers, and I can’t wait to see you all there.