14 lines
1.7 KiB
JSON
14 lines
1.7 KiB
JSON
{
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"HubID": "2332",
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"Date": "4/18/2023",
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"HubTags": [
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"External Platform Posts"
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],
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"Contacts": "",
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"Companies": "",
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"File": "",
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"Image": "",
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"Summary": "<p>A recent #web3 activation by Wrangler is a good example of the MO for web2 #consumerbrands to get into web3. Here's the pluses and minuses for doing it this way.</p><p><br /></p>",
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"Notes": "<p>A recent #web3 activation by Wrangler is a good example of the MO for web2 #consumerbrands to get into web3. Here's the pluses and minuses for doing it this way.</p><p>First, the activation is pretty basic: (1) create a new apparel item; (2) embed an NFC chip into the item that connects to the NFT, which authenticates the jacket and puts it on-chain; (3) partner with an artist/designer already in web3 to create the jacket and NFT artwork; (4) promote primarily to the artist/designers web3 user base.<br /></p><p>Pluses:<br /></p><p>1. Easy way to get into web3 promoting the drop to an existing web3 user base;<br /></p><p>2. Easy way to test and get familiar with web3;<br /></p><p>3. Limited production run and promotion so it won't cause blow back or market distortion to the brand if things do not go well. <br /></p><p>Minuses<br /></p><p>1. Not a money maker, but it is not designed to do this;<br /></p><p>2. Won't bring new people into web3 - the drop is appealing to existing web3 consumers;<br /></p><p>3. Probably will not convert web3 buyers to the brand long term.<br /></p><p>The reality is that because web3 infrastructure and UX/UI is still awful and we are in a very unfavorable regulatory environment, web3 for consumer brands is not growing or attracting new users, so doing limited drops like this to existing web3 users is the only play. <span></span><br /></p>"
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}
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