The evolution of marketing always follows the main line of the times, either with the development of technology or with the trend of culture. The breakthrough of virtual reality and holographic projection is still early, but the story of Hyperuniverse has achieved all-round cultural destruction. Current events are the lever of marketing. NFT has gathered the biggest topic and attention under the Opensea wealth-making carnival abroad and the sickle slaughter of domestic digital storage platforms, and has become the first stop for many brands to test the "meta-universe marketing". In order to help you find the correct posture of NFT brand marketing, we have recently collected and dismantled a large number of NFT marketing cases at home and abroad. The analysis draws three basic conclusions: At present, the brand's NFT marketing purpose has only one appeal: "targeting young users". Mining demand, occupying mind and looking for incremental market are the results. There is a subtext behind the purpose of action: I am also the forefront of the trend, and I have a common topic with you, and we can do things together; Brand "NFT marketing" focuses on single topic marketing and joint sales in the domestic background. With the help of topicality, we can grab users' attention and exclude financial attributes. As for collection, is it really valuable? Is this the only one? Can it appreciate for a long time? I'm afraid it's not that important; Is NFT marketing worth doing? Do it, the sooner the better. The topic has not yet dispersed, and brands always use leverage to take the lead. Aside from short-term value, this is still a cultural phenomenon with unlimited potential in the long run. Just think about what you intend to get from it first. We will use the following case to illustrate our conclusion. /why is it "NFT marketing"? What exactly is NFT? The abbreviation of English Non-FungibleToken is literally translated as "heterogeneous token" in Chinese ... analogy will always help you understand new things, so we try to anchor reality and think about its essence. Divide the left and right into reality and virtual, and divide the upper and lower into homogenization and non-homogenization: look at the upper left corner first. The "homogeneous token" in the real world is the RMB we consume every day. There is no difference in purchasing power between your 100 yuan and mine 100 yuan in China. The homogenized tokens corresponding to the virtual world on the right are digital currency such as Bitcoin and Ethereum. Look at the lower left corner. In the real world, heterogeneous tokens are unique "property rights" items such as famous paintings, real estate and bills; The non-homogeneous token corresponding to the virtual world on the right is the protagonist NFT we are going to talk about today. The form is not limited to pictures, music and games, but also has irreplaceable, indivisible and unique characteristics. In addition, NFT is scarce and traceable, which helps you prove that "it belongs to you only" in the virtual world. Foreign NFT allows C2C secondary market transactions, while domestic digital collections are limited to B2C transactions. This also makes the domestic NFT stay in the literal sense of the collection value, lose the free circulation of the secondary market, and the financial attributes are stripped. However, the collection value of virtual collections is untenable in the current domestic environment. The collection of famous calligraphy and painting in the real world can be hung on the wall to "show off" my taste to everyone who sees it, and everyone has "* * * knowledge" about the value of famous calligraphy and painting. But the value of collection in virtual world is "non-knowledge". You can switch to the avatar on social media, which is limited to the carnival of small circles. We are far from the stage of flaunting ourselves by virtual products. Poor cars and rich watches, wearing gold and silver, going to celebrity afternoon tea and going back to second-hand pawn shops, why worry about a picture? In the case of NFT, domestic brands are indeed bound to physical products or membership rights. Due to the "unknowable" value, domestic NFT is untenable in "collectibles" and does not have the attribute of "consumer goods". It is more suitable to be divided into "subsidiary rights" or as a drainage bait in a marketing activity. It is in this context that the so-called "NFT marketing" came into being. What everyone needs is the topicality and freshness of NFT among young and first-and second-tier groups, not the unexpected characteristics of NFT itself. To clarify this premise, we can skip some "why?" Sense of disobedience. Therefore, in today's case, we mainly focus on the level of event marketing, from retail, catering, cultural tourism, entertainment, luxury goods and other fields to see how brands play their NFT. /Retail industry: Small card measures brand loyalty. Since the end of last year, we have observed that most retail brands have begun to really attach importance to their "membership system", hoping to find users with the highest net worth, extend their life cycle, improve conversion rate and loyalty, and spend the down cycle together. Combined with NFT's gameplay, it can be said that it gives members a "certificate card" or a "certificate card to measure brand loyalty". Therefore, the retail industry usually adopts the strategy of free gift in gameplay, provided that the threshold of brand setting must be met, including but not limited to registering members, purchasing specific goods, participating in designated activities, etc. I'm going to use this "card" to screen you out. Nongfu Spring The whole activity of Nongfu Spring is registered for flagship store members, and NFT is used as bait to drain young users. Different from other digital series of other domestic brands, there are only a few patterns. The design of 65,438+0,000 series of Nongfu Spring is unique and unique. Scarcity also gives users a higher sense of value after acquisition. Telunsu Telunsu uses digital collection as activity bait to direct activity traffic to official WeChat accounts and applets. It is worth noting that many users left a message "I drew, but I don't know what they are doing" in Weibo's comment area, which shows that the value of digital collection itself and brand marketing has not formed a general cognition in the public mind. Xuanmai Xuanmai drives sales by binding with physical products. At the same time, due to the platform promotion of idols, the amount of activities is also very high, and the forwarding and sharing of users have reached 70,000+. Jiang Xiaobai X Tmall Ginger Kitten and Tmall's joint digital series are also combined with physical products for combined sales. They were all sold out within 3 minutes of launch, and the sales conversion rate reached a record high, exceeding daily 10%. The daily sales volume exceeded the daily 16 times, and the paying users soared by 34 times, which became the turnover of Tmall liquor that day. Yili's activity is "Champion Shines 2022 Digital Milk" launched by Yili with the attention of the Winter Olympics. Divided into special offers and hidden offers, of which the hidden offers are limited to 17 copies. As a personal customized digital collection, you can display your name on the same screen as the names of four world champions, which is full of scarcity and value. The activity was robbed in an instant, and the four-hour reading in Guan Wei and Weibo was 23,000 and 70 million respectively. /catering industry: the breakthrough and turning point of online marketing NFT has nothing to do with catering at first glance. One is purely around the virtual digital field, and the other is firmly rooted in the real economy. However, the repeated outbreaks in the past two years have made many breakthroughs and turning points in online marketing, and even started to go to the NFT field to catch young people. Among them, McDonald's gave away the new digital collection and the sixth anniversary tea of Naixue for free. Although the requirements for enterprise digital infrastructure are higher, it does not hinder its reference value. McDonald's China From the issue number of McDonald's 100000, it can also be seen that the first digital collection project of McDonald's China focuses more on promoting new products with the help of the concept of digital collection, so that more users can participate. At the same time, Weibo also launched a sideline activity-forwarding Weibo's own digital collection number, and the official will draw a user from it and give a meal card with the collection number of/10, which also enriches the gameplay of digital collection. On the 6th anniversary of Naixue's tea, Naixue launched the Virtual Ambassador+Digital Collection to create momentum, which drove the stored-value card to sell 654.38+90.45 million yuan in 72 hours, breaking the domestic tea sales record. At the same time, it is also one of the few single brands in China that really launched NFT spontaneously. However, judging from the distribution number of Naixue and the introduction of NFT in the tweet of WeChat official account, the brand's acceptance of NFT in the domestic market is still relatively cautious. /Travel industry: Move your "collection addiction" to the Internet. Many young friends will take collecting ticket stubs as an interesting and unforgettable hobby-tickets for every trip and every scenic spot are accompanied by an exclusive memory. This has also become a fulcrum for the cultural tourism industry to cut into NFT marketing. Therefore, NFT in the cultural tourism industry mostly sells offline rights and interests directly, moving commemorative ticket stubs online as digital collections, and integrating card-collecting games to make the activities more interesting. Just like after 8090, I ate countless bags of raccoon noodles in order to complete the set of 108. Let's take a look at the case of+cultural tourism industry: Xi Daming Palace Scenic Area In this activity, Daming Palace Scenic Area sold three works with limited digital copyright, including Mirror of a Thousand Palace: Mirror of Gold, Bustling, Pei of a Thousand Palace: A Retired Dragon, and Series of a Thousand Palace: _ 634 Xuan _ Wild Fall. Users who have collected 3 models, the scenic spot provides the right to enjoy the park for life. At present, the single ticket for this scenic spot is in 60 yuan, which is a very cost-effective right even if the value of digital collection itself is put aside. The digital collection activity of Niushou Mountain in Nanjing Niushou Mountain Cultural Tourism Zone was hosted by Jiangsu Provincial Bureau of Culture and Tourism. Users can get the same rights and interests as offline tickets after purchasing digital collections. In addition to Niushou Mountain Scenic Area, Nanjing Confucius Temple and Suzhou Taihu National Wetland also participated in the event, which was also sold by attaching offline ticket rights. Beijing Times Art Museum The activities of Beijing Times Art Museum adopt the methods of selling digital tickets separately and combining physical products. In addition, digital tickets are endowed with specific rights and interests: collecting five models can also get a single card for members of the art museum and enjoy the exhibition for free all year round, which is very valuable; When you buy 1, you can get a 10% discount on the consumption of live art stores; You can get a 15% discount on the consumption of live art shops when you buy more than 3 models. The ultimate benefit also points to diverting users to offline access. /Entertainment circle: Return to the collection attribute of NFT. The combination of entertainment industry and NFT makes NFT return to the most basic "digital collection" attribute. However, the different domestic and international environments lead to different marketing methods at present. Based on the "scarcity" and "appreciation space" of content, overseas users will spend a lot of money to buy it; However, the domestic public awareness is still not in place, mainly through the emotional public welfare project-official media endorsement released a set of limited edition exquisite works, do you want to send it for free? With the mentality of getting something for nothing, most users will get it first. As for what they can do after receiving it, they don't care so much. Let's take a look at the cases of NFT+ entertainment circles at home and abroad: Wong Kar-wai's In the Mood for Love was shot on the day of shooting in the Mood for Love1February 999 13, the first day of shooting in Maggie Cheung and Tony Leung Chiu Wai. Duration 1 minute 3 1 second, 40,000 yuan per second. At the same time, the auction price of Wong Kar-wai's personal works and Asian film NFT works also reached a new high. This is the first time that the NFT has been released to overseas users. The specific content is the head portrait, and the basic model is composed of a little person who is toasting, because the characters have different colors, decorations and articles, such as wine glasses, torches and wrenches. And each one is different, and the rarity is also different. Xinhua News Agency Xinhua News Agency selected 202 1 news photo reports to produce this digital collection, which is also the first "news digital collection" in China. The first batch of 1 1 photos is pre-sold, and each photo is limited to 10000. At the same time, only 65,438+0 special editions were released, and the digital collection of Olympic leaders' gold was presented directionally. This activity belongs to public welfare, and secondary transfer is not supported. Chuanguan News is a digital collection jointly launched by Chuanguan News and Tencent Security on 53 World Earth Days. It includes six pictures with the theme of Sanxingdui unearthed cultural relics and rare wild animals, such as "Sanxingdui Bronze Mask X Giant Panda", "Sanxingdui Bronze Bird X Red-bellied Pheasant" and "Sanxingdui Bronze Statue X Zhu _". The unique Sichuan dialect is used as the collection name to spread local culture with the help of the digital collection. On the occasion of the 95th anniversary of the People's Daily's China People's Liberation Army, the People's Digital Collection Platform launched a heroic deeds collection page, which was specially cast as the "People's Daily Digital Collection' August 1st Medal' Award-winning Page", which was issued as a public welfare project and paid attention to emotional value. It is worth mentioning that at the top of the homepage of People's Digital Collection, there is a public beta entrance for personal digital collection payment customization. Users can choose to customize the People's Daily casting number set on a specific date. The price is 68.8 yuan, limited to 300 copies per day, limited to 1000 copies on the same day. As a national team player, he also constantly tried "value consumption" in the NFT. /Luxury Industry: Players who understand the scarcity of luxury goods are the first group to pay attention to NFT, and they are also players who understand "scarcity". This is a powerful alliance superimposed NFT marketing. More importantly, the value of luxury goods in the real world has been recognized by the public. At present, NFT issued overseas can circulate freely, and the value-added space and potential behind it can also drive a large number of users to follow and speculate. In the cases we have compiled, the gameplay in the luxury industry includes collecting game props, extracting NFT for free, and buying NFT as a gift. Let's take a look: LVLV developed a free story mobile game "LouisTheGame" to celebrate the founder Louis Vuitton's 200th birthday, and replaced "the glory of the king" as the top free game in IOS within one day after the game was launched. Behind the explosion, the game attracted many "gold diggers"-players can collect 200 candles in the game, each candle will light a LV postcard at random, and there is a small chance of getting a gold postcard. Players with gold postcards can enter official website to extract 30 LV-limited digital artworks, and the market price of each piece ranges from 20,000 to 20 million dollars, so many people become rich overnight. GuccixSuperplastic is Gucci's first project to enter NFT. It cooperated with the digital role brand SuperPlastic to launch the NFT series digital series named SuperGucci. Every user with a digital collection can get an exclusive ceramic sculpture hand-made by Gucci ceramic artists. Only 250 copies in the world have filled the scarcity, and the market value has risen. /Conclusion Entry can break through the circle, seize the young consumer market and bring new incremental markets; Retreat can be used as a new marketing carrier to show new products and bring activities. From the perspective of NFT's "breaking", under the complicated technical cloak, the core is the "content" and "rights" sold by the brand. "Content" is not limited to pictures, music, videos, games, etc. Even everything can be an NFT. The difficulty lies in the sense of value. Not only stay in plane, 3D, animation, even VR, AR, like the breakthrough attempt of Beijing Times Art Museum, it is enough to provide a very strong sense of value and occupy your eye. Even if it is weak in flaunting demand due to lack of "hype", it can create more discussions on major social media platforms to drive goodwill. "Rights and interests" are not limited to physical products and exclusive services. If the content had been improved last time, the rights and interests would have been filled. In addition to the conventional and physical packaged products, giving users special value-added rights is the fulcrum to incite NFT marketing. Like the case of the cultural tourism industry, collecting services of different styles of collections is enough for users to pay the bill quickly. From this perspective, when it comes to marketing, NFT must also abide by the basic law: interesting or interesting, you can choose. You want to make friends with young people and get rid of stereotypes? Or do you want to use trendy things to complete the drainage of trading business? Or is your brand totem worth selling "pure virtual goods" to users? This is a complicated problem. Only when enough players participate can more imagination be opened. Let the complex underlying technology return to professionals, and let marketing embrace more possibilities. end