Metaverse Marketing and PR Strategy

The client

Xsens, owned by Movella, is a leading innovator in the development of 3D motion tracking technology. They bring meaning to movement by digitising human actions for the purpose of capturing and analysing the generated data. With a range of products in their portfolio, including suits, gloves, markers, inertial sensor modules, and software, Xsens implements their technology across diverse businesses. This includes major entertainment studios and independent creators, from Electronic Arts and NBC Universal to Zach King and Cory Strassburger.

Grammatik has helped to establish Xsens as one of the leading enablers of the metaverse with a metaverse marketing and PR strategy.

The brief

Grammatik works with Xsens to produce case studies and supporting content for projects such as FIFA 22, and land PR opportunities across industry press including 80.lv and SportsTechie. In 2021, the metaverse entered the mainstream, resulting in an influx of content creators within this space who began to use Xsens motion capture technology. 

With so much work being done by Web3 content creators, Movella Xsens was keen to highlight their portfolio with a metaverse marketing and PR strategy. As part of this process, Xsens’ annual Mocap Content Creators Conference introduced a metaverse chapter, featuring interviews with leading experts and creators in the metaverse. Leading up to this event, Grammatik helped establish Xsens as one of the leading enablers of the metaverse.

The strategy

Messaging 

After an initial kick-off session to understand Xsens’ positioning and messaging around motion capture and the metaverse, Grammatik set about arranging interviews with the content creators who would be featured at the MCCC. We used these interviews as the basis of a range of metaverse marketing content. Each interview provided the foundation for thought leadership articles for press, metaverse blogs on the Xsens website, and corporate press releases for Movella HQ.

Each interviewee represented a unique view point – from individual creators such as Veronica Lynn Harper to the JPunks team, operating from a studio space. Through this research, Grammatik gathered information that facilitated our key objective of establishing Xsens as an enabler of metaverse content creation. 

 

Press Content

Key messaging was distilled from each interview and drafted into press pitches. Grammatik used its extensive marketing resources to collate a list of suitable questions that catered for each individual pitch and publication. Each piece would stand alone as newsworthy metaverse content, while also weaving in Xsens’ motion capture messaging to demonstrate the importance of motion tracking technology and data analysis. 

As a result of Grammatik’s pitching, three articles landed in CG Society (718.20K MUV): Jonathan Winbush/Mefaverse, JPunks, and Sombra/SINS. The Immersive Wire newsletter also covered a piece on Veronica Lynn Harper’s storytelling through movement, while CGW magazine and Post Magazine covered Jonathan Winbush.

 

Website content

An additional metaverse marketing content series for the Movella and Xsens website was also create. This was segmented, with a blog positioned on the Xsens page and a corporate press release for the Movella site. These posts took the format of an interview, focusing on the key points taken from Grammatik’s discussion with each content creator, including insight into how and why each metaverse creator used Xsens motion tracking technology on their projects. 

The metaverse blog series has featured Beemup, JPunks, Veronica Lynn Harper, Sombra/SINS and Voltaku. 

Corporate press releases have been published on JPunks and Beemup with more to be published in the near future. An announcement was also drafted for the Movella website ahead of the MCCC: Metaverse Chapter event.

The results

7 interviews were conducted which helped shape Xsens metaverse messaging

5 press articles in high-ranking press outlets

5 blogs were published as part of the ‘Metaverse series’ on the Xsens website