Big Brands in Web3: Lessons for Crafting a Successful Campaign

published on 24 October 2023

The world of Web3 and blockchain technology has witnessed a surge of interest from major brands seeking to explore new frontiers and engage with the rapidly growing digital community. In this article, we'll explore how three renowned brands, Gucci, AB InBev (Budweiser and Bud Light), and Adidas, have ventured into Web3 activations and the valuable lessons they offer to other big players eyeing the same path.

1. Gucci's Web3 Journey

Gucci, a global fashion powerhouse, embarked on its Web3 journey with a series of initiatives that captured the imagination of its audience. Rather than merely forcing its way into the Web3 community, Gucci took a strategic approach:

  • Co-branding and Collaboration: Gucci leveraged co-branding by collaborating with partners that aligned with its ethos but had different audiences. This approach allowed the brand to tap into existing Web3 communities, such as its partnership with SUPERPLASTIC for the "SUPERGUCCI" NFT collection. Powered by PERCS.
  • Developing a Broader Vision: Gucci experimented with various formats and platforms, but it aimed to align these initiatives with a broader vision. By unifying its Web3 efforts around a single narrative and platform, Gucci created synergies and additional utility for its customers.
  • Aligning with Brand Goals: Gucci ensured that its Web3 efforts aligned with both marketing and customer-focused objectives, recognizing that Web3 activations should serve as a blend of marketing and value creation for users.
  • Focusing on Customer Value: Rather than solely focusing on technology, Gucci prioritized solving specific problems for its customers and enhancing their experience and utility through Web3 initiatives.

2. Budweiser and Bud Light's Web3 Ventures

AB InBev, the world's largest brewing company, made significant strides with its American-born brands, Budweiser and Bud Light:

  • Web3 Turn: Budweiser made its first steps into the Web3 world by purchasing the "beer.eth" domain and a rocket NFT. This signaled an early commitment to the space.
  • NFT Initiatives: Budweiser released NFTs like the "Budverse Cans: Heritage Edition", brought by PERCS! and partnered with emerging artists for a substantial NFT collection. Bud Light also got involved, releasing NFTs in connection with its new beer brand, N3XT.

3. Adidas Embraces Web3

Adidas, a global sportswear giant, entered the Web3 space with the following notable actions:

  • Land Acquisition in The Sandbox: Adidas acquired land in The Sandbox, an Ethereum-based virtual world. While the exact details of the acquisition remain unclear, this move signified a commitment to exploring virtual spaces.
  • NFT Collaboration: Adidas made a massive splash with its "Into the Metaverse" NFT drop, generating $23.4 million in a single afternoon. This collaboration with the Bored Ape Yacht Club and others demonstrated the brand's eagerness to engage with established NFT projects.
  • Adidas for Prada NFT Project: Adidas partnered with Prada to launch an NFT project on the Polygon network, allowing fans to contribute their own designs. This initiative aimed to foster community involvement and creativity.

Key Lessons for Big Brands Entering Web3

  1. Collaboration Over Imposition: Rather than forcing their way into the Web3 community, big brands should seek meaningful collaborations with established NFT projects and Web3 builders. These partnerships can provide authenticity and value to the community.
  2. Alignment with Brand Values: Web3 activations should align with the core values and ethos of the brand. It's not just about marketing; it's about creating value for users.
  3. Customer-Centric Approach: Focus on solving specific problems for customers and enhancing their experience. Think about what Web3 enables that wasn't possible before.
  4. Embrace the Community: Engage with the existing Web3 community, support their projects, and contribute meaningfully to the ecosystem.

In conclusion, the foray of big brands into the Web3 space offers valuable lessons for others looking to follow suit. By collaborating with established Web3 projects, aligning with their brand values, and focusing on customer value, these brands have demonstrated that meaningful integration into the Web3 community is not only possible but can also be highly rewarding for both brands and users alike.

Unlocking Web3 Potential: Join Percs on Your Journey

As big brands continue to make their mark in the Web3 landscape, it's clear that the fusion of innovation and collaboration is key to success. However, navigating this dynamic space can be complex, and that's where companies like PERCS come in. Percs is at the forefront of the Web3 movement, working diligently to build the best tools for Web3 marketing campaigns. Currently, in the demo phase of our Web3 messaging product, we're excited to invite everyone that's interested in learning more to book a demo with us. Explore the future of Web3 marketing and discover how PERCS can elevate your brand's presence in this ever-evolving digital realm.

Don't miss the opportunity to embark on a Web3 journey with us! Book your demo today.

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