From storytelling to storyliving: How Samsung is building its metaverse for tomorrow


Picture by Samsung, Edited by June Wan/ZDNet

“Who right here owns extra than 3 Samsung merchandise?” Michelle Crossan-Matos surveyed the crowd. To my shock, a charitable exhibit of arms goes up — from enthusiasts, journalists, executives, and attendees at Samsung’s NFT.NYC occasion. 

Given that its inception, the Korean electronics business has thrived in the consumer and organization spaces, with 72% of U.S. homes obtaining 1 or additional of its solutions. Interbrand at this time ranks Samsung fifth-maximum in conditions of manufacturer benefit, suitable driving Google. That is not too shabby for a corporation that originated as a grocery retailer.

In its pursuit of better manufacturer awareness, Samsung has invested the past 6 months screening the digital waters of the metaverse, virtual platforms that more and far more firms are observing development options in. For a deep dive into the firm’s newfound frontier, I spoke with Michelle Crossan-Matos, the Main Advertising and marketing Officer at Samsung Electronics America. 

The next interview has been edited for clarity.

It can be a enjoyment to have you, Michelle. I would like to begin at the starting of this Samsung metaverse journey. What was the aha-instant that impressed the firm’s foray into Website 3? 

It truly is pretty shifting for me when I imagine about how this all commenced. I was lifted in a weak community in Scotland with not a great deal schooling. Though it took a blend of tricky get the job done and luck for me to get out, I regularly feel about the youngsters that I grew up with — the types who were not as fortuitous. 

Our first venture into the metaverse was Samsung 837X, a virtual experience that replicated Samsung’s flagship office environment in New York City. Past offering the youth that inspirational experience of currently being on the streets of NYC, I wanted to make a location where they could understand about the innovations and goodwill in know-how. That was the purpose why we pursued the metaverse, to be truthful. It gave this constructing (Samsung 837) a prospect to be in each and every kid’s bedroom.


By tapping into Decentraland, users can take a look at Samsung’s New York City HQ practically.

Graphic: Samsung

There is unquestionably been an inflow of tech makes over the past year, big and compact, getting more included with decentralized platforms. What makes Samsung’s strategy any various?  

You can find a big issue that we’re carrying out otherwise: we are on unique platforms. This is a multiverse of metaverses strategy Roblox, Fortnite, Decentraland (837X), and now Discord. I keep in mind hearing about this multiverse plan at 1st and imagining what a tongue twister it was but also the sheer impact and arrive at that we were about to achieve. 

The discussions that we have in the metaverse usually are not about item attributes for each se. It truly is about how they ladder up to our larger and greater priorities. How several sustainability campaigns have you viewed in the metaverse? Site visitors who appear on to Samsung 837X can learn about how we’re repurposing technological innovation, upcycling, and having initiatives that better the planet. We’re educating in the metaverse and, ideally, empowering our buyers as effectively. 

Also: Samsung broadens Net 3 existence with Discord start

Let’s discuss extra about this multiverse of metaverses. In the earlier 12 months, you’ve hosted a viewing celebration for the Galaxy S22 launch on Samsung 837X and, just not too long ago, a digital live performance on Roblox. What have been your anticipations going into the gatherings? 

I would say that we experienced humble anticipations but have been hopeful at the exact same time. Prior to internet hosting the virtual gatherings, we had benchmarked comparable activations from other brand names — musical performances, gamified activities, and all. The issue was that we had been 5 periods the dimension of people makes. By leveraging our existing marketing channels, why could not we be a tiny far more ambitious? 

During the weekend of our Galaxy Superstar event in Roblox, there have been far more than 1 million people on the server. Visualize acquiring just one million folks walk into your storefront? It can be been a intriguing journey consequently considerably, and the reception has only made us extra and much more keen to do larger issues.


Samsung associates focus on what the metaverse has to supply in a stay panel.  

Impression: Samsung

What would you say has been the biggest challenge with increasing into the metaverse?

Section of what excites me about the metaverse is the unfamiliarity and untapped potential of it. We’re consistently understanding how to best interact with our shoppers, screening distinct platforms and cars, and in the end learning and growing as a workforce. So when it took us months to prepare for our initially activation all through CES this calendar year, it is really been a consistent learning encounter for anyone associated.

Do advertising and marketing methods in the true world utilize to virtual ones?

On the total, indeed, since the shoppers that we are concentrating on are largely centered on the information and facts that we have now gathered from social channels (Twitter, Facebook, Instagram, and so on.). I did, having said that, opt for organic advertising and marketing as opposed to paid out for the reason that I wished to see the correct prospective of the metaverse. Compensated campaigns kind of fabricate the numbers, so when I noticed the billions of impressions generated by in-property resources by itself, I understood that we had been on to some thing. 

We have also found out that specified channels feel to react greater to metaverse messaging. Twitter, weirdly, has been the most successful of all. 


Inclusion via customization is a key section of Samsung’s metaverse.

Picture: Samsung

Do you have any advice for corporations who are on the fence about metaverse integration?

If you might be arranging on starting up your personal metaverse, here’s my information: be bold, expend the time to read, exploration, and understand the principles within, and stay correct to your brand name. Businesses may possibly have doubts about the enterprise, but the real truth is, if your shoppers are there previously, why shouldn’t you be?

A long time in the past, when I was an assistant brand supervisor, we made use of to usually check with, “Would your granny comprehend that?” when brainstorming thoughts. In the metaverse, the tension test now improvements to “Would your young ones comprehend that?”.

Extra: Is your small business ready for the metaverse?

Ultimately, I have to question, what’s following for Samsung’s foreseeable future in the metaverse?

We want to do considerably a lot more in the metaverse. That is for positive. We know our system, so now it really is a make any difference of producing these activations a lot more participating and progressive and timing them with tentpole gatherings like Unpacked. And we’re likely to acquire it a step additional quickly with offline and on line quests, making an interaction involving physical and virtual worlds, so you’ll have to keep an eye out for that.