Trend | Attendance NFTs, How Brands Build Their Audience With Web3 Events

February 23, 2023

Cutting-edge brands are discovering that NFTs can be used in many ways to identify, analyze, track and re-engage high-intent consumers. The most popular method is also the easiest to understand and easiest to implement: Attendance NFTs.


The consumer premise is that event attendees may claim a free NFT in order to prove they were actually there. Brands can offer a simple digital memento, or lay the groundwork for a web3 membership community, rewards program, and more. The good news is that brand leaders don’t have to decide all that upfront. You can enter the market with a simple memento and then add utility later.


The brand value is in list-building, audience insights, and collaboration opportunities. That’s because when a user claims a free NFT, the brand collects their wallet address and can analyze all their onchain data historically and moving forward, including other brand or community associations.


Attendance NFTs are one of the best low-effort, high-reward ways to seed and engage audiences. Human behavior is already there – it’s common to keep a memento to remember an important event, be it concert ticket stubs, a fridge magnet from a souvenir shop, a badge from a conference etc. Attendance NFTs are a digital version of these mementos – proof you were there but with much more exciting functionality for future benefits than just physical keepsakes.


What brands should use Attendance NFTs?

Any brand can create these NFTs with a custom image and information about the event to denote attendance of any type, be it real-world or virtual. The token can easily be distributed to attendees via QR codes, a download link, or via email. With Mojito, consumers don’t even need a wallet to get started.

Unlike other NFTs, attendance tokens don’t tend to trade on secondary markets, but rather are used to denote status or achievement within a community. That said, some Attendance NFTs for major events or special moments sometimes do trade on the secondary market for people looking to collect these mementos – even if they weren’t there themselves to mint them (like this XCOPY POAP for those that participated in his art sale, and this DevCon POAP from the first-ever DevCon conference in 2019).


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What do Attendance NFTs look like today?

The web3-native company POAP (Proof-of-Attendance Protocol) pioneered Attendance NFTs over the last 5 years with 27,000 users and more than 6 million NFTs. That said, their service does not mint to Ethereum or Polygon, and the creative is limited to a low-res static image. Others including Mojito have since started offering brands ways to mint Attendance NFTs on more popular blockchains with capacity for high-res imagery, motion graphics, etc. to ensure audiences receive the best digital mementos possible.


Attendance NFTs - Use Cases:
  • Group Participation: Online communities give Attendance NFTs to members who attend weekly or monthly meetings, rewarding engagement and participation, like Gmoney did for his The Cutting Edge Twitter spaces.
  • Event Attendance: Crypto conferences often give out Attendance NFTs to attendees, and collectors can demonstrate how long they’ve been in the industry or showcase repeat attendance to events. Attendance NFTs have been given out at over 100 Ethereum community events so far, many through POAP.
  • Gamified Engagement: Web3 events sometimes use Attendance NFTs for a scavenger hunt type campaign – encouraging attendees to collect all of the tokens at different locations throughout the event and incentivize participation (like at NFT.NYC 2021).
  • Capturing Moments: Some web3 games, like Decentraland, use Attendance NFTs to commemorate special milestones or in-game achievements, like the 10 million user milestone party hosted by MetaMask in 2021.
  • Rewarding Loyalty: Gmoney’s web3 fashion label 9dcc includes a chip in all of his T-Shirts, that allows someone to mint unique Attendance NFTs upon scanning the shirt. Tokens are collected every time someone wears his clothing, so he can see who is representing the brand in public, and at which events.


Attendance NFTs - By Vertical:
  • Musicians can issue Attendance NFTs for fans who attend their concerts (concert attendees is often information bands don’t have access to today), and reward superfans with exclusive content or early ticket access in the future.
  • Fashion brands can issue Attendance NFTs for fans who attend fashion shows (either in-personal or virtually) to get a better understanding of their audience.
  • Sports teams can issue Attendance NFTs for game attendance (in-person or virtually), and even issue special mid-game Attendance NFTs for major moments or victories.
  • Entertainers can offer a POA to all fans they meet IRL as a way to start building out their own membership platform/fan club.


Attendance NFTs: What Comes Next?

Attendance NFTs badges allow consumers to show off their community status, but brands can also build on these tokens as a foundation for further consumer engagement:

  • Reward consumer loyalty: reward engaged and loyal consumers with a free “thing” – even outside future utility, collecting these badges is a great way for deepening gamified brand loyalty.
  • Continue the conversation: these NFTs can unlock access to group chats, discounts, future event invitations, more.
  • Custom benefits: those benefits can be further customized based on things like the dates/times of the Attendance NFTs that were minted.
  • Message consumers directly: these tokens allow you to have a direct line with attendees: organizers can message all Attendance NFT holders directly, or allow holders to chat with each other.


How do brands use Mojito for Attendance NFTs?

Brands like the Milwaukee Bucks, Liverpool FC, Sotheby’s and CAA have used Mojito to mint free NFTs as rewards for event attendance and brand loyalty with great success. Our team has guided 100s of web3 launches, and can solve problems for clients ranging from technical to user experience to commercial and finally to legal and security. There is no greater way to boost your brands chances of web3 success than partnering with Mojito.


Want to set up Attendance NFTs for your brand’s next physical event, digital live stream, product launch, store opening, conference, brand anniversary, or special moment? Get in touch

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