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.