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Brand storytelling, gamification and social media marketing in the “Metaverse”: A case study of The Ralph Lauren Winter Escape

Brand storytelling, gamification and social media marketing in the “Metaverse”: A case study of The Ralph Lauren Winter Escape
Brand storytelling, gamification and social media marketing in the “Metaverse”: A case study of The Ralph Lauren Winter Escape
Since Facebook’s rebrand to “Meta” in 2021, and the rise on collaborations between brands and consumers via User-Generated Content (UGC) platforms, brands are willing to win their own space in the “metaverse”. This brings new challenges for fashion brands as social media marketers need to up their game and learn new skills such as world-building, collaboration and how to design playful experiences. This chapter provides an overview of the current debates about challenges in social media marketing in different UGC and social media platforms, through the lens of brand storytelling and media convergence. We start this chapter by reviewing the literature about brand storytelling and online communities, in order to identify storytelling elements that can be used by fashion brands across different types of social media. As a result, we have developed a conceptual framework to understand how fashion brands can sustain a coherent story across different channels (including the metaverse). We have utilised this framework to undertake an analysis of The Ralph Lauren Winter Escape, which was hosted in the UGC platform Roblox, from 8th December 2021 to 3rd January 2022. Our findings show that the overarching story is sustained by the festive thematic and it is brand-centred; however, there was little connection with other social media platforms. Other insights show that rewarding mechanisms (e.g., gamification) and avatar customisation were used frequently to keep consumers engaged in the experience. Implications for both practice and theory are discussed, including the need for a more effective alignment of gamification strategies with emergent consumer narratives and the rules of the online community.
Social media, Marketing, Metaverse, Brand storytelling, Gamification, Roblox, Ralph Lauren
2523-3505
35-54
Palgrave Macmillan Cham
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Stallwood, James
51395451-46e8-4433-ae3f-afa8a504b910
Bazaki, Eirini
Wanick, Vanissa
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Stallwood, James
51395451-46e8-4433-ae3f-afa8a504b910
Bazaki, Eirini
Wanick, Vanissa

Wanick, Vanissa and Stallwood, James (2023) Brand storytelling, gamification and social media marketing in the “Metaverse”: A case study of The Ralph Lauren Winter Escape. In, Bazaki, Eirini and Wanick, Vanissa (eds.) Reinventing Fashion Retailing: Digitalising, Gamifying, Entrepreeuring. (Palgrave Studies in Practice: Global Fashion Brand Management) 1 ed. Palgrave Macmillan Cham, pp. 35-54. (doi:10.1007/978-3-031-11185-3_3).

Record type: Book Section

Abstract

Since Facebook’s rebrand to “Meta” in 2021, and the rise on collaborations between brands and consumers via User-Generated Content (UGC) platforms, brands are willing to win their own space in the “metaverse”. This brings new challenges for fashion brands as social media marketers need to up their game and learn new skills such as world-building, collaboration and how to design playful experiences. This chapter provides an overview of the current debates about challenges in social media marketing in different UGC and social media platforms, through the lens of brand storytelling and media convergence. We start this chapter by reviewing the literature about brand storytelling and online communities, in order to identify storytelling elements that can be used by fashion brands across different types of social media. As a result, we have developed a conceptual framework to understand how fashion brands can sustain a coherent story across different channels (including the metaverse). We have utilised this framework to undertake an analysis of The Ralph Lauren Winter Escape, which was hosted in the UGC platform Roblox, from 8th December 2021 to 3rd January 2022. Our findings show that the overarching story is sustained by the festive thematic and it is brand-centred; however, there was little connection with other social media platforms. Other insights show that rewarding mechanisms (e.g., gamification) and avatar customisation were used frequently to keep consumers engaged in the experience. Implications for both practice and theory are discussed, including the need for a more effective alignment of gamification strategies with emergent consumer narratives and the rules of the online community.

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Accepted/In Press date: 18 October 2022
e-pub ahead of print date: 1 January 2023
Published date: 2 January 2023
Keywords: Social media, Marketing, Metaverse, Brand storytelling, Gamification, Roblox, Ralph Lauren

Identifiers

Local EPrints ID: 471582
URI: http://eprints.soton.ac.uk/id/eprint/471582
ISSN: 2523-3505
PURE UUID: 0f334a54-03c0-4bea-b64b-86d93be3d42a
ORCID for Vanissa Wanick: ORCID iD orcid.org/0000-0002-6367-1202

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Date deposited: 14 Nov 2022 17:37
Last modified: 29 May 2024 01:51

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Contributors

Author: Vanissa Wanick ORCID iD
Author: James Stallwood
Editor: Eirini Bazaki
Editor: Vanissa Wanick

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