Trend | Engage-to-earn or ‘gamification’ is the dominant emerging trend in consumer web3 right now.
Image credit:
What's the trend?
These are not new ideas to marketers, and it’s a simple premise:
- Identify commercial (spend money, refer a customer) and non-commercial (‘engagement’) consumer interactions to increase
- Offer extrinsic (discounts, prizes) and intrinsic (status, leaderboard) rewards to the consumer for performing these actions
- Tune for profitable growth
Historically, brands have done this through programs like shopping rewards, frequent flier miles, credit card cashback, VIP concierge, and blue checks. There was a web2.0 gamification era that saw mixed results on balance looking back. Broadly speaking, you might even say it has fallen somewhat out of favor with consumers and brands alike.
Too many different dashboards, too many unredeemed rewards, too little value for the consumer for too much work, and for brands, too much disparate data to feasibly stitch across a multi-platform, multi-touchpoint consumer journey.
Flash forward to today and web3 seems poised to address all of these issues, and further supercharge the gamification dream with onchain capabilities that offchain reward systems just can’t match, like interoperability, tradeability, and real-time universal aggregation.
- Interoperability – Web3 allows consumers to visualize and manage all their digital rewards in one wallet, a single dashboard. Interoperability is also what allows consumers the option to use their digital rewards from one brand in another brand’s ecosystem. In other words, they’re portable from the consumer’s perspective.
- Tradeability – Web3 means always-on liquidity for digital rewards, so no more unredeemed value. Instead, if consumers don’t want to use a discount or gift, they can simply sell it to someone else who does. This kind of economy helps gamification programs thrive because the value of the digital rewards are inherently and tangibly higher.
- Real-Time Universal Aggregation – Remember, ‘web3’ just means ‘blockchain,’ and blockchain just means ‘decentralized database’. Several pioneering brands are solving the multi-platform data integration problem with the blockchain itself, using dynamic NFTs like first-party cookies to aggregate a user’s real-time engagement data. This can power personalization on any front-end once a user connects wallet. Watch this space, it’s wild
Our 0.02ETH 🍃
Traditional channels engage traditional audiences. Brands that are serious about reaching new audiences are putting web3 at the heart of their marketing strategies. Offering free (or rather "earned") tokens for consumers who interact with your brand is supercharging gamified engagement. Don't miss out on what Nike, adidas and Starbucks are already harnessing... web3 consumer engagement!
Covered by Mojito, the web3 consumer engagement platform. Empowering brand leaders with powerful tools to drive consumer engagement, sales, and loyalty for all levels of web3 maturity.
Signup for news, trends and analysis on tap. Join 2,000+ brand leaders going deeper into web3
See more available articles
Don’t build AI & Web3 in a Vacuum
Tips & tricks to help you navigate the age of onchain personalization.
AI and Web3 are a match made in next-generation tech heaven.
On one side, you have technology that's found its mainstream groove, and consumer product market fit on the heels of everyday life-changing apps like ChatGPT, Stable Diffusion, and Midjourney.
As a result, they've reinvented in a matter of months how we live, work, game, build apps, make art, and create pictures of cats (the last two may be one and the same).
On the other hand, web3 has rewired our brains, communities, products, and brand strategies for the onchain future—a paradigm shift where cookies become wallets, individuals become
communities, ads turn to tokens, clouds decentralize, and walled gardens turn transparent.
The end of a web3 loyalty program doesn’t mean the end of its value.
What Starbucks Odyssey taught us.
Recently, we examined why web2 toolkits like Reddit Pro aren’t the best option for brands that want to engage consumers and retain loyalty across their products and experiences.
So what is? Drumroll, please.
From art to sports, luxury fashion, and even credit cards, Web3 is ushering in an entirely new set of tools for brands that want to build deeper connections with communities across dynamic environments that they can customize to their greatest needs.
Let’s break down some of the benefits we talked about last week in greater detail, starting with web3’s ability to help brands:
- Gain insights into customer activity and behavior across both online and real-world touchpoints.
- Leverage new analytics by connecting data from wallet signatures and onchain activity to build richer profiles and segment audiences more effectively.
.png)
Mojito Brought the Toledo Museum of Art’s Debut Web3 Collection to Market with 10,000 NFTs — and Zero Code
Learn how we helped the museum tell an essential cultural story through the power of digital art and community.
Mojito's technology breathes life into dynamic web3 experiences for brands. We simplify the complex backend, allowing the front end to effortlessly focus on the fun stuff – including sticky consumer engagement.
Our recent collaboration with the forward-thinking museum turned this vision into reality. Mojito worked with Toledo's team to orchestrate a digital art experience by Osinachi & Yusuf Lateef. Our community engagement portal enabled Toledo to provide a smooth minting process, hassle-free claims, turnkey community management and reporting for the museum. The result? A powerful drop of 10,000 NFTs.
