![Image à la une de l'article [Dossier du Social Media Club] Pourquoi les marques investissent le métavers et les NFT](https://www.mind.eu.com/wp-content/uploads/sites/4/2021/01/realité-virtuelle-RV-réali-lunettes.jpg)
Les annonces se sont succédées à un rythme effréné ces derniers mois : Carrefour, Casino et Axa qui achètent des parcelles de terrain dans le métavers, Nike et Gucci qui vendent des baskets virtuelles sous forme de NFT... Quelles stratégies les marques mettent-elles en place dans ces nouveaux mondes virtuels ? Est-ce l'occasion de publier un communiqué de presse flatteur ou un nouveau modèle économique se dessine-t-il ? Le Social Media Club fait le point pour démêler ce qui relève de la mode éphémère ou du nouvel eldorado économique.
En quelques semaines, Carrefour, Casino, Axa et Havas ont acheté des parcelles de terrain dans le jeu vidéo « The Sandbox », Adidas a lancé une collection de NFT dans le métavers, France Télévisions a inauguré un « Espace social immersif » à l’occasion des Jeux olympiques, Louis Vuitton a développé un jeu vidéo incluant des NFT, Hennessy a vendu des bouteilles de cognac en NFT… Est-ce l’ébauche d’un nouveau modèle économique ou une nouvelle hype passagère comme l’Internet en a tant connues?
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","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","IHRhbGVudCwgb24gcGV1dCB2ZW5kcmUgc2VzIGNyJmVhY3V0ZTthdGlvbnMgbnVtJmVhY3V0ZTtyaXF1ZXMgJmFncmF2ZTsgZGVzIGdlbnMgcHImZWNpcmM7dHMgJmFncmF2ZTsgcGF5ZXIgcG91ciB202506+jRvNQlXWBbjZWxhLCAmYWdyYXZlOyBjb25kaXRpb24gcXUmcnNxdW87b24gbGV1ciBkb25uZSB1biB0aXRyZSBkZSBwcm9wcmkmZWFjdXRlO3QmZWFjdXRlOy4gQ2VsYSBvdXZyZSB1biBjaGFtcCBkZSBidXNpbmVzcyBzYW5zIGxpbWl0ZSZuYnNwOyZyYXF1bzsuPC9wPjxwPkxlcyBtYXJxdWVzIHBvdXJyYWllbnQgYXVzc2kgY29udmFpbmNyZSBsZXVycyBjbGllbnRzIGRlIGxlcyByZWpvaW5kcmUgZGFucyBsZSBtJmVhY3V0ZTt0YXZlcnMgZ3ImYWNpcmM7Y2UgYXUgbGV2aWVyIGUtY29tbWVyY2UsIGVzdGltZSBDbCZlYWN1dGU7bWVudCBCcnlnaWVyLCBDRU8gZGUgRGlnaXRhbCBJbnNpZ2h0ZXJzLiAmbGFxdW87Jm5ic3A7QWZpbiBkZSB0b3VjaGVyIHVuIG5vdXZlYXUgcHVibGljLCBsYSByYWlzb24gZCZyc3F1bzthY2hldGVyIHVuIE5GVCBuZSBzZXJhIHBsdXMgcGFyY2UgcXUmcnNxdW87aWwgZXN0IGJyaWxsYW50IGV0IHJhcmUgbWFpcyBwYXJjZSBxdSZyc3F1bztpbCBlc3QgJmVhY3V0ZTtjaGFuZ2VhYmxlIGNvbnRyZSB1biBvYmpldCBwaHlzaXF1ZSwgcXVlIGNlIHNvaXQgZGFucyB1biBzdXBlcm1hcmNoJmVhY3V0ZTssIGNoZXogdW4gY2F2aXN0ZSBvdSB1biBjb25jZXNzaW9ubmFpcmUgYXV0b21vYmlsZS4gTWFjRG9uYWxkJnJzcXVvO3MgYSBkJmVhY3V0ZTtwb3MmZWFjdXRlOyB1biBicmV2ZXQgcGVybWV0dGFudCBkJnJzcXVvO2FsbGVyIGRhbnMgdW4gcmVzdGF1cmFudCBkYW5zIGxlIG0mZWFjdXRlO3RhdmVycywgZCZyc3F1bzt5IGFjaGV0ZXIgNSBCaWcgTWFjIHNvdXMgZm9ybWUgZGUgTkZUIGV0IGVuc3VpdGUgZCZyc3F1bzthbGxlciBkYW5zIHVuIE1jRG8gcGh5c2lxdWUgbCZyc3F1bzsmZWFjdXRlO2NoYW5nZXIgY29udHJlIHVuIG1lbnUgciZlYQ==","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","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","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","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","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