First of all, you have to make sure it’s the right time for your brand to enter in this universe.
An “NFT drop” can be very sophisticated to create and you have to beware of the dangers of fraud and money laundering. It should incorporate several controls to protect itself including providing terms and contracts that protect your brand.
As this universe is new for many Internet users, if your brand decides to create its own NFT, you must make sure to give exhaustive instructions for the purchase.
As with any other sphere of marketing, the Web3 is a platform where your actions must be aligned with your brand strategy.
Your presence on Web3 must be anchored in a strong brand strategy.
We spoke above about the example of Budweiser Héritage and its NFT drop, for another brand in its portfolio, Stella Artois, the positioning is different, so they oriented the launch of their NFT as a charitable donation with the Water Foundation of which they are partners.
No matter how you want to participate in Web3, you need to have a consistent and distinct strategy for your brand.
If one of your brand’s target audiences are early adopters of new technologies, or GenZs who spend hours (and spend real dollars) on Roblox or a segment of your audience are extra fans and are ready for anything to show you their allegiance, Web3 might be an interesting avenue to start exploring.
To get started, define what your brand values and affinities are, music or sport in particular, and how these can be expressed in activations on the Web3.
There’s a lot of buzz surrounding NFTs from the metaverse. Web3 is still in its infancy and will go through several iterations before it really hits the mainstream.
Yet this is a new way of existing online and the technologies behind it are here to stay and every marketer needs to start thinking about how this will impact the way they interact with their audiences targets.
Do you need an outside eye to help you develop your brand strategy and positioning? Write us!