Episode 27 | ft. Annette Lee | Avatar First Strategy | Zepeto | Brands In Play

Episode 27 of Brands In Play, Albane Prioux sits down with Annette Lee, Head of Global Business Development at Zepeto, to unpack how the platform’s avatar-first model has created a global audience that’s majority Gen Z female. Annette breaks down the four creator types driving the economy and how each opens up a different path for brand activations.

She explains why Hyundai, a car brand, has unexpectedly become one of Zepeto’s top-selling “fashion” labels, and how features like outlinking to real-world sites give the platform a conversion advantage most virtual worlds can’t match.

Before the interview, Nic Hill and Albane break down a big week in immersive marketing:
• GTA and Battlefield sending strong signals toward UGC integrations
• Panda Express launching across Roblox and Fortnite simultaneously
• Snapchat, WPP & Lumen measuring attention on ad formats
• Netflix House bringing IP into permanent immersive venues in Philadelphia and Dallas

Before shifting into a real-time review where Nic explores Hyundai’s IONIQ 6 activation, jumping into custom photo and video booths, picking up branded wearables, exploring the Planet Hyundai 3D world, and testing out a mobile-friendly racing mini-game.

Watch the full episode [Link In Comments]

Episode 27 is now live.

And hit follow on Brands in Play for weekly insights

Follow Annette Lee -   / annette-lee-%ec%9d%b4%ec%98%88%ec%a0%84-68...  
Follow Zepeto - https://www.linkedin.com/company/nave...

Follow Us:

Nic Hill -   / nic-hill-6553873  
Albane Prioux -   / albaneprioux  
Edward Regue -   / edward-regue-%c2%a9-44b0421b2  

#brandsinplay #zepeto