010: Margiela Enters Web3 + In-Game Experiences

Introducing:

Brands on the Block’s Activation Repository

We’re making it easier to look back at innovative brand activations. Introducing our activation repository! Information will be refreshed weekly & can be sorted by industry, date, technologies, partners, etc.

Click here to check it out.

Around the Block…

• Maison Margiela: Unveiled their first web3 project, a game where participants can compete to collect soul-bound polygon NFTs. The NFTs are numbered 0 to 23 and free to players. It is anticipated more details of their web3 roadmap will be revealed once the challenge is complete (Maison Margiela / NFT Now).

• Marriott Bonvoy: Launched Mariott Bonvoy Land in Fortnite, where players can ‘check-in’ to a portfolio of hotel chains, play different mini-games & unlock virtual experiences. The experience will feature a live stream from Twitch streamer Sommerset on November 2nd - where a celebrity guest will pop in (PR Newswire).

• Lunchables: Updated their ROBLOX experience, ‘Lunchable Playables’. Players can scan IRL product packaging to collect virtual pets that can be used to boost performance in their mini-games. Along with developing partner, Super League, they’ve announced the experience will have regular updates & UGC drops in the coming months (Super League via LinkedIn).

What is…?

• Brave Virtual Experience (BVX): Digital innovation business unit for OTB Brands, which owns Diesel, Maison Margiela, Viktor & Rolf among fashion entities. Established in November 2021, it was one of the first conglomerate-level entities focused on metaverse & web3 activations (X / New York Style Guide).

• Super League: Company that specializes in building immersive experiences across many platforms including ROBLOX, Minecraft, Fortnite, The Sandbox, & Decentraland (Super League).

Chain Reactions!

A Quiet Week…

It’s been a quieter week for innovative brand activations after a pump of projects coming out in September & earlier this month.

Will the dip continue through the end of the year? I’m guessing not. Holiday messages have started to become more prominent this past week. We’ll see how brands approach these types of activations while other major messaging takes heavy priority in market. We’ll keep our eye out for brands that can create a natural intersection between leveraging these technologies / communities while aiding in their overall holiday play.

DISCLAIMER: This content does not contain investment, tax, legal, financial or other advice & is not intended to be used in this way. It includes the opinions of the author & is strictly for informational purposes. Please do your own research.