Trend | Engage-to-earn or ‘gamification’ is the dominant emerging trend in consumer web3 right now.

May 2, 2023

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What's the trend?

These are not new ideas to marketers, and it’s a simple premise: 

  1. Identify commercial (spend money, refer a customer) and non-commercial (‘engagement’) consumer interactions to increase
  2. Offer extrinsic (discounts, prizes) and intrinsic (status, leaderboard) rewards to the consumer for performing these actions
  3. 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.

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The end of a web3 loyalty program doesn’t mean the end of its value.

March 25, 2024

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:

  1. Gain insights into customer activity and behavior across both online and real-world touchpoints.
  2. Leverage new analytics by connecting data from wallet signatures and onchain activity to build richer profiles and segment audiences more effectively.

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Mojito Brought the Toledo Museum of Art’s Debut Web3 Collection to Market with 10,000 NFTs — and Zero Code

January 18, 2024

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.

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The Web3-ification of Credit Card Loyalty Programs

January 11, 2024

Visa's new web3 loyalty program is no accident.

Swipe (or nowadays, tap) your credit card, and earn points. A process that’s now commonplace has a lengthy history that can teach us more than a few things about customer loyalty — and its journey through technology. Let’s start at the beginning. 

From paper to plastic 💳

While the history of credit cards dates back thousands of years, things turned from stone to metal — and later paper and plastic — about halfway through the 20th century with the arrival of the modern credit card in 1950. Reportedly invented following a case of a forgotten wallet, The Diner’s Club Card (initially owned by Discover Financial Services before its acquisition by BMO in 2009) was the first multipurpose charge card credit card intended primarily for dining and travel expenses. 

The Diner’s Club was also the first to pair the concept of charging credit with fueling consumer loyalty through the inception of points. Through partnering with dining, entertainment, and later, travel entities (i.e., airlines, rental cars, and hotels), Diners Club cardholders paid a tiered annual fee to gain special perks based on how much money they spent. The greater the yearly fee, the greater the perks. 

About eight years following Diner’s Club in 1958, American Express entered the credit card industry with the world’s first international charge card, which initially had an annual fee of $6 (one dollar more than Diner’s Club). Shortly after, Bank of America and Mastercard followed suit. During this initial period, most credit cards focused on offering customers just that — credit — with loyalty and reward yet to take off.