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Niantic, the augmented actuality (AR) firm that created Pokemon Go, launched its first model marketing campaign that builds on its imaginative and prescient for the metaverse, per an announcement shared with Advertising Dive. The marketing campaign, titled “Meet You Out There,” was created with Gravity Highway and went stay on Nov. 17.

Insisting that the metaverse belongs in the actual world versus a digital one, Niantic launched a two-minute movie encouraging individuals to go outside and use the model’s AR tech to boost their experiences. The marketing campaign encompasses a slate of further activations, together with an AR embodiment of its airship brand, an artwork giveaway and digital out-of-home (DOOH) placements in New York Metropolis’s Occasions Sq..

As curiosity within the metaverse heats up, Niantic is selling a imaginative and prescient for the area that would attraction to customers who stay skeptical of the method taken by large tech firms.

Dive Perception:

Niantic’s first model marketing campaign broadcasts an outlook on the metaverse that deliberately differs from that of Meta (previously Fb) and different large entrants into the area. In a weblog put up from August, CEO John Hankes took goal at what he views as a dystopian imaginative and prescient from these firms, through which individuals will use the metaverse to flee from actuality. “Meet You Out There” seeks to point out customers that Niantic’s know-how can improve actuality, bridging AR capabilities and platforms with real-world experiences.

The 2-minute movie headlines this imaginative and prescient, displaying individuals placing down their online game controllers, going exterior and connecting with one another and the world by means of the assistance of Niantic’s know-how. The spot initially premiered in Ingress, one in all Niantic’s cellular AR video games, as an obtainable media object, and consists of Easter eggs to encourage engagement.

An AR model of Niantic’s brand — the eponymous Gold Rush-era whaleship tethered beneath a scorching air balloon — serves as a beacon for gamers within the spot, seemingly heralding the daybreak of the metaverse. The “ARship Niantic” references a Thirties perception that airships would dock at towers, which Niantic is suggesting is now a actuality by means of AR know-how, per the announcement.

The AR airship was “docked” on the San Francisco Ferry Constructing and premiered at a particular occasion for Niantic staff, capable of be seen by means of a particular app constructed with the corporate’s Lightship platform. Niantic earlier this month launched a Lightship AR developer package (ARDK), permitting builders to create AR experiences with the corporate’s know-how.

Different marketing campaign components help Niantic’s push, like DOOH placements in Occasions Sq. that can reveal the “ARship Niantic” to the general public. Artwork by muralist Lakwena is featured within the movie and shall be out there as unique prizes to followers. Lastly, Niantic held a company-wide time without work on the launch date, which was Nationwide Mountaineering Day (Nov. 17), to be able to encourage staff to get exterior, join and discover — additional driving residence its message that the metaverse belongs in the actual world.