Experiential events brand TBA Group has partnered with metaverse specialist Virtual Brand Group (VBG) to offer clients an immersive virtual event experience.
The partnership aims to offer the world’s first end-to-end ‘phygital’ (physical to digital) experiential platform.
TBA Group, which consists of TBA plc, Top Banana, Velocity, VHE, Zest, LGA, and Optimum, said it wants to “push boundaries of creativity with a full-service offering for brands to capitalise on this once in a generation growth opportunity.”
The partnership will be put into action in April as TBA and VBG co-host an event for select brand clients which will see them placed inside a metaverse using VBG’s Web 3.0 technologies.
Web 3.0 technology employs artificial technology and machine learning to ensure the user experience is more tailored and intuitive.
“Due to the impacts of Covid, interaction in the virtual world has accelerated offering brands the opportunity to co-exist, and co-create, in the virtual and physical world. It unlocks the opportunity for consumers to interact with products and experiences in a creative way that does not exist in a physical world,” TBA Group CEO Guy Horner, said.
VBG’s CEO, Justin Hochberg, added: “No matter what type of brand, no matter what sector, all consumer-facing brands need to seize this opportunity to experience first-hand the biggest shift in a generation to leapfrog its competitors.
“Put another way, 47 per cent of Gen Z say they’ll discover brands through the metaverse. TBA and VBG have the tools to make that happen."
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
