Brand Engagement in the Metaverse: February 2023

Published 28 February 2023

Author
Brynn Valentine
3 min read

This month, American fitness brand Alo Yoga introduced token-gated IRL experiences, Puma celebrated its 75th year by minting heritage-burnishing PFPs (profile-picture non-fungible tokens (NFTs)) based on its branded 70s comic book, Californian teen fashion brand PacSun launched a ‘tycoon-genre’ activation on Roblox, and German e-commerce giant Zalando swapped unsustainable IRL designs for eco-digital fashion.

Alo Yoga’s Token-Gated IRL Experiences

Zeroing in on the real-world benefits of NFTs to appeal to non-crypto natives and build Web3-based brand loyalty, Alo Yoga gifted its Aspen skiwear line shoppers tokens that granted them perks including access to Alo House (its Los Angeles-based wellness-focused members’ clubhouse) and free in-person training sessions at Alo Wellness studios in New York and California.

The NFTs were distributed and stored via American Web3 payment and storage company MoonPay. Its self-service minting platform HyperMint streamlines mass adoption of NFTs because it doesn’t require the use of a crypto wallet. Instead, in early February, recipients were emailed links allowing them access to corresponding NFTs, which unlock IRL experiences.

Continuing its focus on real-world utility (particularly potent amidst the crypto crash), Alo Yoga’s messaging did not mention NFTs, instead referring to “digital certificates of authenticity” – albeit ones that will allow the brand an ongoing, and trackable, relationship with its customers. For more on this topic, see Stylus’ content director for brand engagement Katie Baron’s comments on how to divorce Web3 activations from the negative connotations of crypto hype.

Alo Yoga’s Token-Gated IRL Experiences

Zeroing in on the real-world benefits of NFTs to appeal to non-crypto natives and build Web3-based brand loyalty, Alo Yoga gifted its Aspen skiwear line shoppers tokens that granted them perks including access to Alo House (its Los Angeles-based wellness-focused members’ clubhouse) and free in-person training sessions at Alo Wellness studios in New York and California.

The NFTs were distributed and stored via American Web3 payment and storage company MoonPay. Its self-service minting platform HyperMint streamlines mass adoption of NFTs because it doesn’t require the use of a crypto wallet. Instead, in early February, recipients were emailed links allowing them access to corresponding NFTs, which unlock IRL experiences.

Continuing its focus on real-world utility (particularly potent amidst the crypto crash), Alo Yoga’s messaging did not mention NFTs, instead referring to “digital certificates of authenticity” – albeit ones that will allow the brand an ongoing, and trackable, relationship with its customers. For more on this topic, see Stylus’ content director for brand engagement Katie Baron’s comments on how to divorce Web3 activations from the negative connotations of crypto hype.

Puma Homes In on Heritage

Catering to superfans and existing NFT holders, Puma marked its 75th anniversary by releasing Super Puma, a 10,000-piece NFT collection that harnesses unsung elements of the brand’s heritage, taking inspiration from an eponymous comic book it published in the 70s.

Of the 10,000 PFP NFTs (a basic profile-picture variant of NFTs without utility), 4,000 were available to initial holders of Puma’s previous NFT collection, Nitro (released in September 2022). Another 2,000 were made available to the 10KTF community – a well-known online Web3 shop that lets users create personalised NFTs. The remaining 4,000 were sold to the public, who could enter a draw via Puma’s Premint website to be able to buy the NFT. Each NFT sold for 0.15 Ethereum ($250).

Puma Homes In on Heritage

Catering to superfans and existing NFT holders, Puma marked its 75th anniversary by releasing Super Puma, a 10,000-piece NFT collection that harnesses unsung elements of the brand’s heritage, taking inspiration from an eponymous comic book it published in the 70s.

Of the 10,000 PFP NFTs (a basic profile-picture variant of NFTs without utility), 4,000 were available to initial holders of Puma’s previous NFT collection, Nitro (released in September 2022). Another 2,000 were made available to the 10KTF community – a well-known online Web3 shop that lets users create personalised NFTs. The remaining 4,000 were sold to the public, who could enter a draw via Puma’s Premint website to be able to buy the NFT. Each NFT sold for 0.15 Ethereum ($250).

PacSun’s Californian Gamification on Roblox

Aligning its digital and physical marketing via West Coast-centric activations, PacSun continued to develop its PacWorld presence on Roblox with a tycoon genre experience – a game in which users build an environment and then ensure its smooth running. Working in partnership with Swedish gaming developer The Gang, PacSun encourages users to create replicas of real LA districts and invite friends to visit: first downtown LA, then Santa Monica Pier, and finally Hollywood. Upon completion of each area, a piece of an online PacSun store is unlocked, giving players progressive access to shop 20 digital skins for their Roblox avatars (all based on the brand’s physical spring 2023 collection, Pacific Sunwear, the campaign for which is set on the LA coastline). 

PacSun’s Californian Gamification on Roblox

Aligning its digital and physical marketing via West Coast-centric activations, PacSun continued to develop its PacWorld presence on Roblox with a tycoon genre experience – a game in which users build an environment and then ensure its smooth running. Working in partnership with Swedish gaming developer The Gang, PacSun encourages users to create replicas of real LA districts and invite friends to visit: first downtown LA, then Santa Monica Pier, and finally Hollywood. Upon completion of each area, a piece of an online PacSun store is unlocked, giving players progressive access to shop 20 digital skins for their Roblox avatars (all based on the brand’s physical spring 2023 collection, Pacific Sunwear, the campaign for which is set on the LA coastline). 

Zalando x Nikolaj Storm Mint Eco-Digital Fashion on Decentraland

German e-tailer Zalando worked with British Web3 digital fashion marketplace The Dematerialised to bring items from its Synthesizer collection, in collaboration with eco-conscious Danish streetwear designer Nikolaj Storm, to the metaverse. To ensure the 13-piece physical collection upholds circular design guidelines, some initial designs, deemed unsustainable, were cut but reimagined as digital garments by The Dematerialised. Available as wearable augmented reality (AR) Snap filters, they are minted on eco-friendly blockchain platform Ethereum.

While The Dematerialised is an interoperable platform that allows digital garments to be shared via Twitter, Instagram and Snap, its collaborative designs with Nikolaj Storm are, for the time being, only shareable on Snap.

Zalando x Nikolaj Storm Mint Eco-Digital Fashion on Decentraland

German e-tailer Zalando worked with British Web3 digital fashion marketplace The Dematerialised to bring items from its Synthesizer collection, in collaboration with eco-conscious Danish streetwear designer Nikolaj Storm, to the metaverse. To ensure the 13-piece physical collection upholds circular design guidelines, some initial designs, deemed unsustainable, were cut but reimagined as digital garments by The Dematerialised. Available as wearable augmented reality (AR) Snap filters, they are minted on eco-friendly blockchain platform Ethereum.

While The Dematerialised is an interoperable platform that allows digital garments to be shared via Twitter, Instagram and Snap, its collaborative designs with Nikolaj Storm are, for the time being, only shareable on Snap.

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This article is an example of Stylus' expert research into how trends are evolving. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.

Want to know more?

This article is an example of Stylus' expert research into how trends are evolving. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.