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
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Episode 27 is now live.

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Follow Annette Lee - https://www.linkedin.com/in/annette-lee-%EC%9D%B4%EC%98%88%EC%A0%84-6896b330/

Follow Zepeto - https://www.linkedin.com/company/naver-z/posts/?feedView=all

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Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux - https://www.linkedin.com/in/albaneprioux/
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#BrandsInPlay #Zepeto