How 3 big brands leverage the power of outstanding technologies: NFT, Virtual Experience, A.I. into marketing activities
"We will be the first metaverse, not the first social networking phenomenon (Facebook) from now on" - that's what CEO Mark Zuckerberg said at the Facebook Connect conference on October 28, 2021. . At that time, Facebook's parent company officially changed its name to Meta to affirm its ambitions towards a new digital world - the metaverse. In the past two years, the world has received a strong development of a series of new technologies such as the metaverse, leading to the sudden bloom of technologies that have appeared on the market for a long time such as NFT (2012)). Unable to "turn a blind eye" to the trends and promising potential of these technologies, the brand also quickly transformed, launching many NFT or metaverse application campaigns.
This article will help you examine the outstanding brand activities that have effectively applied emerging technologies over the past two years.
This article will help you examine the outstanding brand practices that have effectively leveraged emerging technologies over the past two years.
Patrón is a brand of tequila produced by the company Patrón Spirits. In August 2022, Patrón organized the Patrón Pop-up Series campaign on the metaverse, specifically the Decentraland platform. Campaign to introduce three new Patrón summer tequila: Silver & Soda, Perfect Paloma and Añejo Highball
By signing up for the Patrón Pop-up Series on Decentraland, users will have the opportunity to participate in three different themed pop-up events inspired by three new products. From there, users can collect badges through completing the required tasks at the event. The badges that will be redeemed are limited skins for the user's "virtual" character on Decentraland and a luxury trip to Mexico, the home of tequila. However, the tour is only available to US citizens.
Choosing metaverse as an event venue not only helps Patrón benefit from the social interest in this new technology, but also brings the brand closer to diverse customer segments, especially customers from Gen Z.
Non-fungible asset (NFT)
In April 2022, Paramount announced a partnership with RECUR - the online portal for the metaverse, to release the first digital collection of the movie "Star Trek" (Vietnamese title: Star Trek). on paramount.xyz. Specifically, in its own NFT marketplace, Paramount allows users to collect NFT ships inspired by the universe in "Star Trek".
In a Paramount press release, President of Consumer Products and Experience Pam Kaufman said the collection is a standout for the "Star Trek" fan community, because it helps people who used to own a part of the movie.
However, Paramount later faced stiff backlash from some fans who said that "Star Trek" and NFT were not a good match. In light of this fact, Paramount later released NFT collections in addition to its other popular shows such as Top Gun, Rugrats or Hey! Arnold.
Artificial Intelligence (A.I.)
Marketers are probably familiar with the saying "Content is King" from an essay by Bill Gates published on the Microsoft website in January 1996. However, for companies whether small or large, quality content often requires a large investment and must make sense in the long run.
To meet this need, Frase.io, Jasper.ai have developed platforms and software to support brands in writing content using artificial intelligence. In just a few seconds, a piece of software written in A.I. can build any type of content from a small social media caption to a lengthy blog - all based on the information the user gives it. These platforms allow users to save time and focus more resources on the “elaborate content quality” phase than usual.
Airbnb, Coursera, Google and Logitech are the brands that have effectively leveraged artificial intelligence to support content marketing.