In a world where technology is evolving at breakneck speed, it’s no surprise that the business landscape is constantly changing. One of the latest and most talked-about developments is the rise of NFTs (Non-Fungible Tokens) and their integration into the strategies of ‘superbrands’. To shed light on this topic, a panel discussion with experts from various fields will share insights on the complexities of NFT adoption among super brands.
Superbrands are more than just products or services; they are cultural phenomena. These brands have transcended their industries and become symbols of status, identity and aspiration. Their power is not limited to marketing; it extends to influencing consumer behavior, market trends and even social movements. The bond between superbrands and their fans is based on trust, shared values and a sense of belonging.
The quest for fan engagement
Oracle Red Bull Racing representative Dan Mitchell introduced himself as the Web3 leader. Before entering the world of cryptocurrency and Web3, he had worked extensively in advertising, collaborating with global brands on brand strategy and advertising campaigns. Dan discussed how the Red Bull Racing team is using Web3 technology to engage race fans, highlighting the importance of putting fans at the heart of their strategy.
Formula 1 teams understand the hunger of their fans. The desire to feel emotionally connected to the team, access exclusive content and connect with their favorite drivers is palpable. However, with most fans unable to attend the races in person, finding innovative ways to bridge the gap is a challenge.
The question that often arises is, “How can we best use Web3 technology to deliver emotionally compelling experiences to fans?” Whether it’s getting closer to the drivers, gaining access to team leaders like Christian Horner, or offering exclusive benefits through loyalty rewards programs, Web3’s potential in increasing fan engagement is enormous.
Dan explained:
“We use Web3 technologies to connect with our fans. It has been a unique journey for our part, and thanks to Bybit we understand how to manage Web3 a lot easier.”
The challenge of NFTs and utilities
As the discussion at the NFT conference suggests, Web3 technology, and NFTs in particular, should be invisible to the end user. It’s not about slapping an ‘NFT’ label on a product or experience and expecting it to succeed. The real success lies in creating an exceptional underlying experience for customers.
Anndy Lian, a book author and certified fund manager in Singapore, shared his expertise. He discussed the rapid evolution of NFTs and highlighted their potential as a gateway to larger communities and technology adoption. Andy also emphasized the importance of utility tokens and the value of creating meaningful user experiences.
“NFT gaming is more than just owning a digital sword; it’s about the experience and usability it provides within the game. Formula 1 discovered this when they first experimented with NFTs by offering digital helmets and racing suits with no clear purpose. Fans wondered what they could do with these digital assets. Our partnership with Oracle Red Bull Racing for the recently launched Velocity Series addresses these concerns. We work with successful NFT artists to integrate racing features into the art. In this case, the value and utility are in the art itself, and not just as an NFT, as Anndy said.”
Learning from mistakes and a customer-oriented approach
Liverpool Football Club’s early NFT launch serves as a cautionary tale. They released NFTs with no apparent purpose, mirroring traditional merchandise. However, they understood their audience better when they partnered with Meta for NFT-based apparel. They used terminology that their fans understood, focusing on “collectible avatars” and “coins” rather than complex NFT jargon. This approach led to a very successful project, with three million wallets opened on its initial launch.
Reddit, another major brand, took a stab at Web3 by offering customizable avatars without emphasizing NFTs, instead focusing on users’ identities and opinions. This strategy resonated with their audience and resulted in significant success.
The above points were highlighted by Tom Downing, representative of the British Interactive Media Association. He highlighted his role in educating brands and companies about Web3, and he mentioned a Web3 education company called “Roster3,” which offers an accredited mini-MBA in Web3.
The reality check
Amid all the excitement, however, it’s essential to remember that not every Web3 venture is groundbreaking. Some may still seem gimmicky. The key is to offer a unique technology that provides transparency, accountability and real value for users. In the case of NFTs, simply replacing traditional offerings with digital versions is not enough.
Ben Radcliffe, representative of Amber Group, a crypto-native financial services company, echoed Anndy’s point. He emphasized the need for brands to understand the “why” behind their Web3 initiatives and how these initiatives can create value for users. He also highlighted the challenges and opportunities for super brands entering the Web3 space. He emphasized the need for brands to have a legitimate reason to adopt Web3 technology, which goes beyond just chasing the latest trend.
Conclusion
The potential future directions for superbrands in the Web3 space are positive. The potential areas for expansion include NFT ticketing, fan-based tokens, and immersive experiences in the metaverse. Andy emphasized that brands should focus on delivering value and experiences to users with a long-term perspective.
As the panel discussion ended, it became clear that superbrands were making significant moves in the Web3 world. While NFTs offer exciting opportunities for fan engagement and monetization, brands must be strategic.
The success of Web3 initiatives depends on delivering real value and creating compelling experiences for users. In this rapidly evolving landscape, the future of superbrands in Web3 holds the promise of exciting developments and innovations.
Web3wave Summit was organized on 3rd of August in London. Experts from Binance, Bybit, Coinbase, Mastercard, Bitfinex, Huobi, Oxford University and many others were present. Her Excellency Uddin, Member of the House of Lords, delivered a keynote speech on her vision for Web3 and Metaverses. The event was supported by Benzinga, Coingecko, CryptoSlate, Seed.Photo, Blockcast.cc, Blockreview, Followin, Moledao, AOI, Custodiy, Bitverse, Riple, Tusima, Pollen Defi and Wishu Media etc.
