Samsung’s Galaxy smartphone launch spoiled

Samsung held a scintillating launch event for its new Galaxy S22 flagship phone with something new: a pre-order button for attendees to buy it in real life. In terms of attendees, it was a success, with over 100,000.

In terms of buying a phone, not so much.

The event, held at Samsung 837X, the virtual pop-up space the tech giant built in Decentraland last month as an experiential marketing and product launch venue for its post-Consumer Electronics Show, failed as technology issues left potential buyers and others frustrated.

Read more: Samsung welcomes its metaverse users to CES 2022

From a business perspective, two of the biggest use cases for the metaverse are brand building and virtual points of sale.

See: Experiential Marketing Meets Social Commerce in the Metaverse

Samsung has been ahead of the curve, so while it’s getting the brand that’s just been one of the first brands to embrace the metaverse with more than just non-fungible token (NFT) drops, it can also smooth out the problems of a new Technology.

By taking pre-orders for the smartphone, Samsung was testing one of the most interesting potential uses for the metaverse. A lot of companies give away and sell things like NFT fashion accessories that can be used to customize metaverse avatars, but there’s no reason a 3D virtual reality (VR) store can’t sell physical goods like a website.

Read also: What is a metaverse and why do we organize a fashion show?

During the trademark filing this week, McDonald’s revealed it was looking in that direction, intellectual property attorney Josh Gerben Noted on Twitter on Thursday (February 10). In addition to registering its golden arches, the fast food giant talked about “operating a virtual restaurant offering real and virtual products” and “operating an online virtual restaurant with home delivery” .

So not only could you possibly get a Big Mac without leaving home, but you could also get one without taking off your VR goggles.

A good first try

The number of event attendees speaks to the brand-building potential of a rich metaverse presence and events. Especially when it comes to a technology product – a high-end mobile phone – which would naturally appeal to early adopters of the metaverse.

And it brought all of these people together in front of a live product reveal, Galaxy Unpacked, at the Connectivity Theater at Samsung 837X. It was simulcast online, as well as on TikTok, Twitch, and Reddit.

However, pre-purchase and several NFT-based games had issues – possibly due to high attendance – according to a number of complaints on Twitter.

Mind you, that’s not to say the system didn’t work in many cases, but reports say it wasn’t smooth either.

A scavenger hunt tied to a Samsung initiative to plant 1 million trees in the Samsung 837X metaverse building that required players to search for our 10 recycling-themed badges that could be given out for a limited edition Saint -Valentine NFT also reportedly had return issues.

However, the Samsung event highlighted something that was seen at early gig events held across a variety of metaverses, including Decentraland and fledgling game/metaverse Fortnite, where Travis Scott raked in $20 million from to a virtual concert that drew 12 million fans — including more than $1 million in merchandise sales.

People are as willing to buy on a whim when excited about content in the virtual realm as they are in real life.



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