5 Ways Brands Like Starbucks And Polygon Boost Marketing Using Web3 And AI

In the ever-evolving landscape of marketing, brand experiences and targeted campaigns have become a surprisingly effective strategy for creating lasting impacts across diverse industries. These elements are more than just marketing — they are the linchpins of memorable brands that resonate with consumers at a deeper level.

As we move from the traditional Web2 world to a new one underpinned by Web3 and AI, the core objectives of enhancing brand visibility and deepening consumer engagement remain unchanged. However, the journey to Web3 unveils a revolutionary shift in engagement strategies, redefining the essence of consumer interaction and community engagement in the digital era.

Exclusive Access and Experiences

Taylor Swift’s successful strategy of creating unique, personal experiences for her fans, such as secret sessions for album listening before release, can be applied to different markets.

In Web3, a tech company could offer early access to software beta versions for its community members, or a fashion brand could host exclusive virtual reality shows for loyal customers. The key here is to create a sense of exclusivity and privilege that rewards customer loyalty and enhances brand engagement.

Starbucks’ own Web3 experience, dubbed “Starbucks Odyssey,” allows customers to earn and purchase digital collectible stamps in the form of non-fungible tokens (NFTs) powered by Ethereum Layer-2 scaling platform Polygon, a partner of my company Unstoppable Domains. It has enabled Starbucks to engage its customers in previously unseen and inclusive ways by offering them new benefits and immersive coffee experiences, including access to unique merchandise, artist collaborations, invitations to exclusive events, and more.

“Today, dozens of major global brands are already embracing decentralized technologies, offering their customers new experiences that are both innovative and engaging,” said Polygon Labs co-founder Sandeep Nailwal. “In the future, these initiatives will grow and mature even further, paving the way for the truly mass adoption of Web3, self-sovereign identities, and full digital ownership.”

Humor

Humor, when done right, can turn a regular Super Bowl ad into an unforgettable brand moment, and Dunkin’ Donuts hit the jackpot with their latest collaboration featuring Ben Affleck. Their Super Bowl commercial introduced the world to The DunKings, a fictional boy band led by Affleck, complete with cheesy dance moves and eye-catching orange tracksuits. This playful, over-the-top concept might have seemed risky, but the overwhelming response proved it was a strategic win.

In the AI-infused world of marketing, Heineken’s “Heineken Silver” campaign was a refreshing blend of wit and innovation. They brewed up a storm by cheekily claiming to have created a new beer variant with AI, which humorously misinterpreted the art of brewing.

This campaign not only captured global attention with its clever narrative that resonated with tech buffs and beer lovers alike but also showcased Heineken’s brand as a pioneer, humorously acknowledging the limits of technology in the intricate brewing process through engaging content and sleek visuals.

Heineken’s approach transcended typical marketing, using AI as a playful narrative device that sparked discussions about the role of artificial intelligence in creative industries. It successfully humanized AI, making it relatable by emphasizing its imperfections, while prompting a broader conversation on the balance between tech innovation and the irreplaceable human touch. The campaign’s viral success marked Heineken’s stance at the crossroads of tech and culture, demonstrating how companies can interact with cutting-edge tech in a way that’s both enlightening and wildly entertaining.

The Power of Niche Markets

The Stanley Water Bottle craze is an example of great Web2 marketing. Stanley’s strategic pivot to engage with the female audience illustrated the untapped potential of niche markets, turning what was once a marginalized segment into a formidable force driving the brand’s expansion. This move not only diversified their customer base but also revitalized the brand, proving that niche markets can lead to significant growth opportunities.

In Web3, Robinhood did a similar thing to attract a diverse audience. Recognizing the critical need to diversify its user base, the prominent investment platform renowned for democratizing finance, embarked on a strategic collaboration with NeoReach to broaden its appeal. This campaign was driven by the ambition to cultivate a more inclusive investing community, particularly targeting women, young adults and novices in the financial world.

To manifest these goals, NeoReach meticulously assembled a roster of diverse influencers. This ensemble cast featured over 15 young female influencers alongside creators of color and non-financial experts, all united in their potential to produce compelling and informative content, The campaign found its home on YouTube, leveraging the platform’s capacity for high-quality, impactful content that seamlessly blended financial education with broader lifestyle advice.

Community Building

In 2023, LEGO set a remarkable example of community building in the Web2 space by launching an innovative platform called LEGO Ideas. This unique initiative invited fans from around the globe to submit their own LEGO set designs, with the community voting on their favorites. The winning designs would then be considered for production as official LEGO sets, with creators receiving a share of the profits.

This approach fueled LEGO’s product innovation with fresh, fan-driven ideas and fostered a deeply engaged and passionate community. By rewarding the creativity of its fan base, LEGO harnessed the collective enthusiasm of its community, turning loyal followers into active participants in the brand’s ongoing story.