From Web3 to Brand3 | How Web3 can rewrite some of the rules of marketing
Cannes Lions returned this year following a three-year hiatus due to the pandemic. During this time the world has changed, and so has what we know about creativity.
We spent five days at Cannes, taking a look at the industry’s most original, bold and game-changing work from around the world. Which, apparently, is anything but safe – amid pandemics, wars, climate change, pollution and a long list of social injustices. Problems that, as most of the award-winning entries attest, brands and agencies can concretely address in the most brilliant of ways.
But one thing is clear- the next frontier for the creative world is Web3. This article is dedicated precisely to Web3: a space constantly redefining itself, whose fundamental characteristics are immersive experiences (AR/VR), decentralisation of technological infrastructures (blockchain) and individual ownership of digital assets (NFT).
In this paper we explore the ways in which brands can get involved in the world of Web3, whether that’s by entering the space or by taking part in the conversation surrounding it.
We believe that in this new space there is an opportunity to write new creative rules to achieve traditional marketing goals: advocacy, loyalty, and listening to customer feedback. The activities generally considered non-creative, relegated to the last slides of projects, only interesting for brands with enough budget to give away entertainment, or for those that already count on a community of “brand lovers.”
For years now we have considered the branded entertainment model to be an exchange of value between people (the brand supports free content in exchange for product placement or brief interruptions), today, in Web3, there is room for brands to offer something radically different: the purchase of a ticket to an indefinite future of experiences, to participate in a culture where there is a further evolution of the prosumerism model, and a place where consumers are both producers and shareholders (with all the architecture of incentives that this implies).
The mission of what we have called brand3, in this context, convinces people to believe in the brand as if it were their own, to want to be part of a community, and to invest in the success of this community by holding tight onto their investment and watching it grow.
See you on the other side.
You can read the entire document here👇