Author: CM, Crypto Oasis
In Web3, innovation is always the best marketing. Especially at the current stage, when things are hazy and chaotic, only some areas are beginning to show their potential.
There are many dimensions of innovation, including technical logic, product design, marketing methods, etc. The author is mainly engaged in operations. Below, I will review the interesting methods I have seen in 2022 from the perspectives of "decentralized thinking", "Token distribution" and "community building".
1. Blur — Cleverly utilizing the uncertainty of early tokens
If I say that airdrop is one of the best ways to onboard new users, I believe no one would disagree. However, with the development of the industry, some old airdrop methods have become uninspiring:
Method 1: Similar to Uni, ENS, Dydx, and Hop, the airdrop information is not disclosed before the airdrop. Players just make guesses and go crazy to brush. In the end, the project team still has to do a very difficult task, which is to screen out the wool party. Projects at the level of ENS can turn a blind eye, but projects at the level of Hop dare not ignore it, which easily leads to negative consequences.
Method 2: Tell players clearly that there is an airdrop. After knowing the news, players will be more crazy about it. There are two subdivisions of this method. One is to vaguely tell players that there is an airdrop, but the amount is unknown, and the other is to clearly tell the percentage of the airdrop. Regardless of the subdivision, after brushing to a certain extent, they will worry about the reverse, because there are too many people brushing. The data on the chain can be seen, and in the end, they may not get many tokens.
The above two situations also have a common problem, that is, there is no positive feedback in the process of brushing, and there is no motivation after brushing. We all know that players brush data to get airdrops, which can increase data and improve popularity for the project party, which is a tacit conspiracy.
So, how can we ensure the benefits while avoiding the disadvantages as much as possible?
Blur is here!
The logic of getting airdrops in Blur:
(1) Make contributions - (2) Get points - (3) Exchange for blind boxes - (4) Exchange for tokens
Inviting friends (there are two levels) and bidding are all contributions, and you can get corresponding Points, which can be exchanged for blind boxes. Boxes of different rarities contain different amounts of platform coins (and perhaps other surprises).
Next is the key point:
We can see that the transition from (1) to (2) is uncontrollable, that is, points can be given as much as you want as long as the established rules are followed.
However, the number from (2) to (3) is controllable. The specific number of points that can be exchanged for a blind box can be determined by the project based on the total number of points and the number of holders. This is also one of the reasons behind the project's airdrop rounds. The redemption ratio of different rounds can be different.
From (3) to (4) is also controllable. It is currently unknown how many tokens are contained in an uncommon/rare/legendary box. The project can ultimately decide the airdrop ratio based on the total number of blind boxes issued and the number of participants.
So, what are the benefits of Blur's strategy?
1. There is positive feedback, people who brush the cards get points, and players know that the points can be exchanged for blind boxes;
2. On the surface, it is clear that there will be airdrops, but the final amount of airdrops for the project can be finally determined through the several controllable steps mentioned above. For example, the project party presets an airdrop amount of 5%, but in the end there are too many people, can we give 8%? It can be done, or vice versa, if there are not many people, the project will reduce the airdrop amount;
3. Make full use of the dual uncertainty of Tokens and blind boxes to create a smooth transition between player expectations, project valuations and project data.
2. Shit NFT - 3D nesting dolls
First of all, we must affirm the positive significance of nesting dolls. As the saying goes, you can't eat a fat man in one bite. If you want to build your own metaverse, such a big thing, it is a good choice to achieve it step by step through nesting dolls and expand your territory in an orderly manner.
In NFT nesting, the nesting doll we often see is that holding A NFT can obtain B NFT airdrop or Mint whitelist. Later, there will be airdrops of homogeneous tokens for A and B holders, such as BAYC.
A bit like a megaphone?
But the shit NFT nesting dolls are much more interesting than this.
In the Shit Universe, there are many assets, including the first generation of Shit NFTs, Shit Monsters, Pixel Shit, Toilet Brushes, Shitcoin, etc. Through synthesis, airdrops, self-minting, mall purchases, etc., these assets can be moved back and forth, sometimes going down, sometimes going up, and interweaving in three dimensions.
3. XEN - A new paradigm for fair distribution
I haven’t figured out how to define Fair Launch yet.
But there are some characteristics like this:
· Initially, everyone gets the same price, regardless of rounds
Anyone who wants to participate has the opportunity to participate
Decentralized distribution process
Representative projects include People, YFI, SHIB, etc.
But even if it is a fair distribution as mentioned above, it cannot withstand the financial advantage of the big whales.
So XEN designed a fair distribution paradigm that is independent of the amount of capital invested.
This is the distribution formula. Simply put, it combines several important dimensions, such as time (early or late participation, self-selected mining time) and number of participants (how many people will participate later) to make distribution.
Fairness is reflected in:
0 cost (same price for everyone, no price advantage)
Time is fair
· The number of participants is visible to everyone
Goblintown: Shaping Community Boundaries
Goblins have so many cool moves that the author has limited knowledge of them and can only analyze a few from a community perspective.
One of the major tasks of community building is to shape boundaries. These boundaries can be tangible, intangible, or something in between. Tangible ones include the surroundings, and intangible ones include culture. Culture sounds vague, and if translated, it can be simply understood as "we are different", with different avatars, different slogans, different language styles, different fonts, and so on.
Goblins take this idea to the extreme.
Ugly PFP, unique writing style, deliberately lowering the voice when tweeting Space...
These practices can help communities quickly build a sense of identity, collectiveness, and existence, especially a sense of collectiveness.
5. Gobblers: Art and Pond's
In terms of combining the gameplay of NFT and FT, the identity attribute of NFT is suitable for qualitative things, such as only people who hold a certain NFT can mine or govern, and the small granularity of FT is suitable for quantitative things, such as giving different numbers of token rewards for different contributions.
It was probably under the guidance of this idea that Gobblers designed the innovative gameplay of GOO+VRGDA based on (3, 3), keeping NFT and FT in a snowball game.
It is worth mentioning that (3, 3) is just (3, 3), which tells a relatively stable story. Its token can only run idle within its own system (although Olympus Pro provides some scenarios, they are still relatively weak).
Art Gobblers has actually created a GOO circulation scenario, and its business logic is sufficiently self-consistent.
So for Art Gobblers——
The creation and consumption of art is the body, responsible for sedimenting value;
Finance (or more accurately, Ponzi schemes) is the wing responsible for using speculation to detonate the market.
6. Space ID - Operational Rhythm
The highlight of Space ID is not the innovation in gameplay or products like in the examples above. Space ID completely wins in the grasp of the operation rhythm. It is not an easy task to grasp the operation rhythm. In addition to combining the characteristics of your own products and your own operation plan, you must also combine users and market conditions. Space ID provides us with a demonstration of how to allow users to enter in batches in an orderly manner, how to gradually mobilize community sentiment, and how to finally make the market explode.
7. Dr. Ji - Make an "enemy"
As mentioned before, one of the key principles of community building is to establish boundaries. The purpose is to create a sense of community. There are many ways to create a sense of community. The one Dr. Ji uses is to create an enemy.
By creating an external enemy, the internal community members are united and face the outside in unison, which not only raises the mood but also forms a common memory of the community. Keyword: common memory. Taking this opportunity, the project party recruited a group of guards. Since they are guards, it means that the project is weak, because the weak need protection. Others pamper fans, and here we guide players to pamper the project. Show strength on one side and weakness on the other.
(Of course, the gameplay of making enemies is just the author's imagination, but it may be true)
8. RSS3 - Higher-level operation is education
The first airdrop of RSS3 was mediocre, but the second airdrop obviously received a lot of praise. The newsletter only generally said that based on the on-chain interactions of token holders and the feedback from partners who received the airdrop, it basically depends on whether the first airdrop was sold. Those who did not sell can continue to receive it.
Putting aside the surprises, RSS3 has subtly completed an education for users and enlightened people's hearts.
9. Readon——Combining hot spots to attract traffic
In Web2, we often see many companies trying to take advantage of hot topics and make clever comments during marketing, but this is often useless in Web3. The reason is that although Web3 is not large, there are always hot topics. Making a few posters and telling a few jokes based on hot topics is not attractive to Web3 players. What players want is to be able to participate.
But there is one that can be combined completely. For example, if SBT is popular, you can combine it with SBT for marketing.
Readon has clearly seized the opportunity to attract traffic at such a low cost.
10. Degods — Innovative Token Distribution
Degods is a project on SOL (partial migration recently), and its price has been fluctuating. It has a homogeneous token issuance mechanism, which is to sweep the floor and mine, and get token rewards of different proportions.
11. Starbucks Odyssey Event - On-chain and Off-chain, Online and Offline
Through Starbucks’ Odyssey event, we can see that in the future, the marketing methods of physical enterprises combined with Web3 will probably be:
Offline + off-chain — Consumption, clocking in, or making other contributions to obtain fragments or some kind of voucher
Online + on-chain - exchange fragments or other certificates for NFT
Online + on-chain - NFT fully circulates and expands the reach of the population
Offline + off-chain - Holding NFT can get consumption discounts or participate in specific gatherings
12. Cult - Anonymity for another reason
There are many interesting things about Cult, but what impressed me most was not that only guardians can make proposals (big investors), but that the founder of this project said, "I remain anonymous to make the project launch more fairly, otherwise you all know who I am, and I am afraid that the project will be snapped up as soon as it comes out (that's probably what he meant).
Anonymity has this benefit!
13. Prometheans - NFT distribution with more stories
When talking about marketing in Web3, we cannot leave Tokenomics. When talking about Tokenomics, we cannot avoid Ponzi schemes. When talking about Ponzi schemes, we cannot avoid Fomo3D.
Fomo3D is the pinnacle, but that is an explicit invitation. There is an implicit invitation that is quite interesting. There is no invitation link, no referral relationship, but participants will promote this project driven by personal interests.
In addition, the NFT of this project is also very story-telling.
In addition to the above projects, there will definitely be many very interesting projects in 2022. The author’s energy is limited and it is difficult to include all of them. Everyone is welcome to add WeChat friends (cad10967) to participate in the discussion.
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About the Columnist:
Crypto Oasis is committed to discovering interesting Web3 projects, focusing on the project's marketing methods and economic models.
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