We are at a crucial moment in the Web3 field and the rules of digital marketing have changed dramatically. Blockchain technologies, cryptocurrencies and NFTs are transforming not only how brands interact with their audiences, but also the marketing structure itself, now much more decentralized and focused on the community. Viral campaigns in this new ecosystem are not based solely on traditional advertising, but on the creation of unique digital experiences, product exclusivity and active user collaboration.
This article explores how these dynamics are being used in Web3 marketing campaigns, focusing on successful examples both in the Spanish community and internationally. We will analyze how the Thyssen-Bornemisza National Museum, together with the platform Olyverse, has brought art to the metaverse through the use of NFTs. Another example will be NWC10 Lab, The company has managed to build a solid community that promotes innovation in blockchain technology in Spain. In addition, we will compare these strategies with those of international giants, who have also been able to capitalize on the viral potential of Web3.
The Thyssen-Bornemisza National Museum and Olyverse: Art in the Metaverse and NFTs
A recent and pioneering example of the integration of traditional art and blockchain technology is the collaboration between Thyssen-Bornemisza National Museum And Olyverse, an innovative platform that unites art lovers with celebrities in the metaverse through immersive experiences. Announced in Madrid on July 19, 2023, this alliance marks a milestone in the evolution of art and its presentation in the digital world.
The core of this campaign lies in the transformation of one of the museum's iconic works,”Les Vesenots in Auvers“by Van Gogh, in a Exclusive NFT. One hundred collectors have the opportunity to purchase and own a certified digital version of the work, secured by blockchain to guarantee its authenticity and unique ownership. This strategy not only creates an exclusive and limited product, but it also leads users to an immersive experience in the metaverse.
The main hook of the campaign was the fusion between Van Gogh's work and blockchain technology, something never seen before in a traditional art museum in Spain. The possibility for visitors not only to enjoy the physical exhibition, but also to explore the work in an immersive digital environment, generates a unique synergy between the physical and the virtual. In addition, backed by a renowned name such as the Thyssen-Bornemisza Museum, the credibility and prestige of the project are indisputable.
This collaboration teaches that traditional art can adapt to the Web3 world without losing its essence. The key is to offer something unique and limited, while introducing users to new ways of experiencing and owning art. In addition, collaboration with leading technology companies and the creation of an attractive product for collectors ensures success.
The campaign combines three key elements:
- Exclusivity: The hundred NFTs in the work “Les Vesenots in Auvers” are not only an investment in art, but also a direct access to unique and personalized experiences in the metaverse.
- Gamification and immersive experience: The integration of the work into the metaverse allows users to live a totally different artistic experience, where they can interact with the work in ways that would not be possible in a traditional gallery.
- Institutional support: The participation of a prestigious museum such as Thyssen-Bornemisza gives legitimacy and weight to the campaign, making it easier for art collectors and NFT enthusiasts to adopt it. In addition, collaboration with an established platform such as Olyverse ensures high-quality technical execution.
NWC10Lab: Building Community and Fostering Entrepreneurship
Innovation and support for the Web3 ecosystem
NWC10Lab is a technological innovation laboratory based in Madrid that has positioned itself as one of the main drivers of the Web3 ecosystem in Spain. Its success has come hand in hand with the creation of a strong community of developers, entrepreneurs and blockchain enthusiasts. One of its most viral campaigns was the launch of its talent incubation program, designed to support the development of blockchain startups.
- In-person and digital events: NWC10Lab has combined face-to-face events, such as hackathons and conferences, with digital campaigns that have generated a high level of interaction on social networks. This has allowed their community to grow organically and their initiatives to be widely disseminated.
- Incubation Program: The program has been key to attracting local and international talent, providing entrepreneurs with the necessary tools and support to develop blockchain projects. The virality of the campaign was generated through the participation of influential figures and the support of recognized institutions.
- Community Development: Unlike other projects that focus only on technological development, NWC10Lab has placed a strong emphasis on community creation. This has generated a sense of belonging among its members, which has promoted the organic promotion of their activities and has created a solid network of collaborators.
The NWC10Lab approach highlights the importance of combining online and offline strategies to generate virality in the Web3 ecosystem. Creating a sense of belonging and mutual support within a community is a powerful tool for any viral marketing campaign, especially in an environment as collaborative as this one.
Cross-cutting strategies for successful Web3 marketing
Based on the analysis of the campaigns of the Thyssen-Bornemisza National Museum And of NWC10Lab, several lessons emerge applicable to future marketing campaigns in the Web3 ecosystem. Below, we highlight three cross-cutting strategies that have been key:
- Exclusivity and Scarcity
- Creating limited and exclusive products is a strategy that works effectively in the Web3 world. The example of the Thyssen Museum's NFT demonstrates how the scarcity of a digital asset (in this case, the work “Les Vesenots en Auvers”) can attract collectors and generate viral interest. By offering just one hundred units of the NFT, not only does a desired investment product be created, but it also introduces an element of rarity that enhances attractiveness and demand.
- In the case of NWC10Lab, although exclusivity is not the central axis, the incubation program encourages competition between startups, which adds value to participation and generates a sense of exclusivity among those who manage to enter the program.
- Community and collaboration
- Community strength is a fundamental pillar for any Web3 campaign. Both “companies” have been able to mobilize their respective communities. In the case of the museum, the collaboration between traditional art and blockchain technology attracted new audiences, from art collectors to NFT and metaverse enthusiasts.
- On the other hand, NWC10Lab has created a strong community through face-to-face and digital events, supporting networking and collaboration between developers and entrepreneurs. This approach reinforces the sense of belonging and loyalty, key elements in getting users to promote the campaign in an organic way.
- Technological innovation and immersive experience
- The use of the metaverse by the Thyssen-Bornemisza Museum and the NWC10Lab incubator integrate technological innovation effectively. The museum sought to immerse users in a digital environment to experience Van Gogh's work in the metaverse, offering an interactive dimension that increases the value of the campaign.
- NWC10Lab, on the other hand, supports startups that are at the forefront of blockchain technology, promoting projects that could redefine the future of digital assets. In both cases, innovation is not just a hook, but a way of educating the public and offering them new experiences that generate sustained interest.
International examples: companies that have implemented Web3
Nike and its commitment to NFTs
In 2021, Nike acquired RTFKT Studios, a company specialized in creating sneakers and digital art in NFT format. This led to the release of the collection “CryptoKicks”, a set of exclusive virtual sneakers that users can customize and use in virtual worlds or sell in secondary markets. On its first day, More than 600 pairs were sold, generating More than 3.1 million dollars in revenue only through NFTs. Nike has continued to expand its presence on Web3 with events and products that integrate elements of the metaverse, attracting a loyal base of users who value exclusivity and technological innovation.
Adidas and its collaboration with Bored Ape Yacht Club
In December 2021, Adidas Launched his collection “Into the Metaverse”, in collaboration with Bored Ape Yacht Club, one of the most influential NFT communities. The collection consisted of 30,000 NFTs which offered exclusive benefits to owners, such as access to limited-edition physical products and events in the metaverse. The success was immediate, generating More than 23 million in sales in the early hours. This strategy positioned Adidas as a leader in the adoption of Web3 technologies within the fashion industry, integrating digital exclusivity with the physical world.
Taco Bell: NFTs with a Social Cause
In March 2021, Taco Bell Released a Limited Series of 25 NFTs of digital images inspired by their most iconic products, such as tacos and burritos. Each NFT sold in a matter of minutes on the Rarible platform, with prices that were initially around the dollar, but reached much higher numbers in the secondary market. The distinctive thing about this campaign was that Taco Bell allocated sales profits to its Foundation for Educational Scholarships, a movement that not only generated virality but also positioned the brand as a defender of social causes in the Web3 space.
Coca-Cola and its collectible NFTs
In July 2021, Coca-Cola launched his first collection of NFTs in commemoration of the International Day of Friendship. The NFTs included a digital surprise box containing interactive elements and apparel for use in the metaverse. The auction generated more than 575,000 dollars And the proceeds were donated to Special Olympics International, an organization with which Coca-Cola has for years. This campaign was a clear example of how global brands can use NFTs not only to increase their presence in the Web3 space, but also to support philanthropic causes.
L'Oreal and its foray into Web3
In 2023, L'Oreal surprised the world with its new beauty personalization program based on Web3 technology, launching its collection of “Beauty of the Future” NFTs. This project allowed users to purchase Custom NFTs which offered exclusive recommendations for beauty products based on their physical characteristics and style preferences, thanks to an algorithm powered by artificial intelligence.
Each NFT represented a unique experience, as users could interact with the L'Oreal ecosystem and receive access to limited-edition products, personalized makeup tutorials and private events with top beauty influencers. In addition, NFT holders could get exclusive discounts both online and in physical stores.
L'Oreal also announced that it was working on creating a “virtual room” In collaboration with the Metaverse Decentraland, where users could virtually test beauty products using personalized avatars and receive recommendations directly from their NFTs.
The program was an instant success, with more than 250,000 NFTs sold in the first month, generating more than 15 million in revenues. This foray into Web3 has consolidated L'Oreal as a pioneer in the digital beauty industry, taking advantage of blockchain technology to create personalized and immersive experiences for its customers.
This example from L'Oreal highlights how brands can use Web3 not only to sell digital products, but to create personalized experiences that connect users to the brand in more intimate and technologically advanced ways.
Conclusions
Viral marketing strategies in Web3 are constantly evolving and their success lies in taking advantage of the exclusivity, innovation and community that these technologies facilitate. In the Spanish context, we have seen cases such as the Thyssen-Bornemisza National Museum and NWC10lab, while the international scene with brands such as Nike, Coca-Cola or L'Oreal, the key is to offer unique and valuable experiences. As the Web3 ecosystem matures, campaigns that prioritize user education and the integration of immersive technologies will have a competitive advantage in the race to capture the attention and loyalty of global audiences.
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