Native Drop: From Chips to Code - Why Doritos & other food brands are embracing Web3
We release daily LinkedIn and Twitter content that breaks down Web3 concepts and brand case studies. Here are some of the highlights from the last fortnight.
Welcome to the new subscribers who have joined us since the last newsletter! We release daily LinkedIn and Twitter posts that break down Web3 concepts and brand case studies that are likely to drive mainstream adoption. Here are some of the highlights from the last fortnight that you may have missed:
From Chips to Code: Why Doritos and other food brands are embracing Web3.
The fine print:
Last month, Doritos became the first company to recreate its Super Bowl commercial in Decentraland. The new commercial, featuring rapper Jack Harlow, Missy Elliott and Elton John, is part of the “Try Another Angle” campaign.
Fans were able to produce and record their beats in the Doritos Triangle Studio inside Decentraland (a virtual world platform), and submit their beats to win prizes valued at over $20,000.
In the experience, fans could play mini-games and interact with other fans.
Why does this matter?
Greater exposure and adoption:
The Super Bowl banned all crypto commercials from this year’s advertisement, a decision made in light of FTX’s collapse. This move by Doritos will draw in some of the 100 million Super Bowl viewers to Web3.
Leveraging a go-to-market strategy that adopts Web3 principles of community and co-creation:
Unlike Porche’s NFT launch, Doritos adopted a web3-focused strategy to launching in the metaverse:
a) They focused on a launch that was true to their brand DNA - Doritos created a space that was authentic to their brand, leveraging the #tryanotherangle campaign, musical elements and wearables that reflected this identity.
b) They focused on providing value to the community vs. extracting value, as seen through giving away digital collectibles valued at over $20k and engaging the Decentraland community (including influencers, DJs and studios) in their brand activation.
Opportunistic food and beverage brands are racing to file trademarks for virtual goods and services, indicating their intent to make a mark in the metaverse.
In February 2022, McDonald’s filed several trademarks hinting at plans to sell virtual food and beverages in the digital space.
In March 2022, Wendy’s unveiled the ‘Wendyverse’ restaurant within Meta’s Horizon Worlds, where consumers can interact with the brand and other fans.
In January 2023, alcohol brands such as Absolut Vodka, Chivas Regal whisky and Malibu Rum all filed for NFT trademark applications, pointing to plans for virtual clothing, virtual bars and NFT trading marketplaces.
Web3 technology such as NFTs and metaverses are allowing food and beverage brands to:
Create “phygital” experiences that can target customers in unique ways and foster stronger engagement – especially among younger consumers.
Build a diverse portfolio of products and revenue streams, beyond culinary experiences.
Read the full post here.
Three reasons why games are the future of product marketing.
The fine print:
Prada Group Beauty has launched a mini-game in Candy Crush Saga to promote its Prada Candy fragrance. The game allows users to click through to the brand site to receive a free sample of the product after completing the item-matching mini-game.
This is the first time Candy Crush has included an in-game playable brand activation within its app.
Prada used Candy Crush’s ad targeting capabilities to show the game to women between the ages of 18-34. The results of this campaign speaks for itself:
Weekly traffic increased by 1,813% compared to the previous week
All 40k allotted samples were requested within 24 hours of launching the game.
Why does this matter?
Games are a lucrative sales channel. Here are three reasons why:
1. Tap into large user bases of key demographics:
In 2021, Candy Crush had 255 million users, with the core market of Candy Crush Saga being women aged 35 and over, and 50% of players are between 20 and 40 years old (i.e. Prada’s primary target market).
2. Build direct relationships with consumers, based on active participation as opposed to passive consumption:
Gaming environments are equally a place to socialise as they are to play games.
It was found that game-based motivation increases user-engagement by 48% (LXA, 2022). Further, integration of advertising partners into these digital universes creates an experience for gamers that is instantly accessible.
3. Enhance brand recognition:
By creating a fun and memorable gaming experience, companies can stand out amongst younger consumers as well as increase brand awareness and name recognition.
Read the full post here.
Skoda goes phygital. Automobile brands are jumping on the Metaverse bandwagon. Here’s why it matters:
The fine print:
Škoda has launched its first experience in the metaverse, Škodaverse. Škodaverse aims to provide immersive virtual experiences as well as NFTs for Škoda customers. The new project creates a unique Škoda world to make accessing information about e-mobility at Škoda easy and playful – including test-driving the latest model.
Users are able to create their own full-body 3D avatars, explore eMobility tools and participate in virtual test drives of the car.
Why does this matter?
Create personalised experiences for consumers and engaging in interactive brand storytelling:
Opting for an immediate and much more personal communication channel, the metaverse proves to be an ideal platform for brands, like Skoda, to create the kind of bond and interaction that customers are looking for today, through immersive experiences aimed at getting them more in tune with the product and brand.
Staying relevant amongst the consumers and wallets driving the future of their business:
The way customers discover new products is changing, thanks to the emergence of new technologies, like the metaverse and gaming, and the shopping behaviours of younger cohorts of consumers.
As Skoda Board Member, Martin Jahn has said “A virtual trip to the Škodaverse allows fans and visitors to learn more about our brand and establish an even stronger bond with it. By joining the Metaverse, we are taking a proactive approach towards new technologies to remain innovative and maximise our appeal to a younger customer demographic”
More and more automobile brands are jumping on the Metaverse bandwagon with car launches happening in virtual worlds:
It’s the convenience of providing real-life experiences to consumers, in the comfort of their homes, at little costs and the promise of an increased number of audiences, which is drawing these brands to it.
Read the full post here.
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