Unlock’s Advent Calendar
As you all know by now, I’m a sucker for interesting activations in Web3. This one isn’t new per se, but has been remixed in a tasteful way.
Unlock is a protocol that makes it easy to create membership NFTs, allowing for easy ways to create, manage, and evolve what membership looks like.
One thing that sticks out to me is Unlock weaves their product into the user experience. For example, in order to join Unlock’s Discord you have to mint a free Unlock membership NFT.
Last week the CEO of Unlock, Julien, shared a little surprise for the Unlock community.
The Unlock team created an Advent Calendar that encouraged participants to mint an Unlock NFT from December 1st through 24th. Instead of chocolates or toys, this Advent Calendar includes NFTs, fun facts, and other surprises.
These NFTs are on Polygon, so they cost ~1 cent to mint vs. a few dollars on Ethereum. Easy access for pretty much anyone!
If you’re late to the party, it’s ok! Unlock allows you to catch up by minting each of the days that have already passed. Once you’re caught up you’ll have to wait until the next day.
Why is this activation interesting?
Repeated exposure and engagement with the brand by coming back to the calendar every day
User learns more about Unlock Protocol, what they can do, and what they’ve accomplished with the fun facts after minting
User engages with the protocol in order to mint the NFT
Here’s an example of a fun fact on one of the days:
On the other hand, today’s NFT includes a little surprise for the diligent minters 😉
It’s only $1 USDC, but still! Nice incentive to continue engaging. It’ll cover the MATIC it takes to mint these NFTs, heh.
On top of that, this doubles as a family activity 👨👩👧👦
What can Unlock do after this activation?
Repurpose this for future Unlock activations, eg: Advent Calendar in 2023, other holidays, or their own custom activations
Reward participants that minted the whole Advent Calendar in the future
Whitelabel the calendar as a tool for their users to build on top of
For other B2C and B2B brands, this is a creative way to engage communities while weaving in educational and brand moments. Some of these moments can include an additional incentive as well.
The multiplier is how this type of activation has evergreen value. This can be a one-and-done type of activation but doesn’t have to be.
That’s why creators and brands get excited about what NFTs can do as a form of ‘proof of fandom’ or ‘proof of loyalty’. They can more easily identify the most loyal community members, users, or fans, and reward them accordingly!
Let’s see what the other 19 days hold.
Have you given a gift before? If so, give another by sharing or subscribing!
Phygital updates from RTFKT and Azuki
RTFKT
Remember those Cryptokick samples and World Merging chip I mentioned last Friday? RTFKT has followed up with the announcement of the physical Cryptokicks product. As always, there is a stunning video overview to accompany the announcement.
Our next-gen innovation drop Cryptokicks iRL 👟⚡️ 1st native web3 sneaker Combining decades of @Nike tech 👨🔬 & RTFKT vision to merge worlds 🌎🌐 Details & FAQ: cirl-lookbook.rtfkt.com
TLDR:
Cryptokicks combines Nike tech with RTFKT design and tech, supercharging their own line of physical products
Lookbook and details are here. Similar look and feel as the Clone X Forging SZN 1 lookbook 👀
The sneakers include the Lace Engine technology with features such as auto-lacing, haptic feedback, enhanced lighting, gesture control, walk detection, wireless charging, WM NFT chip linking, App connectivity, AI/ML algo (??)
Move to Earn and IRL quests are coming 🏃
There will be private and public minting components, with 19,000 for sale and 4 colorways. Rarity will be determined during Forging.
Due to international regulations, the initial batch of Cryptokicks will be only available to US-based addresses
Azuki
A mere hour later, Azuki provided an update on its Physical Backed Token (PBT) hoodie collaboration with AMBUSH, a popular streetwear brand.
TLDR:
There are 4 levels of rarity for the hoodie PBTs
Holders can equip the hoodie onto their Azuki. Once equipped, it will be reflected on the holder’s Collector Profile.
Initial announcement and rollout for this collaboration was a month earlier (below)
The update from Azuki this morning complimented the timing of the hoodies being delivered (below)
To enter the drop, you must enter a drawing. Full details below:
Grails acquired. #azuki #ambush
Using the PBT, you can equip your Azuki x AMBUSH® hoodie onto your Azuki in your Collector’s Profile. azuki.com/collector
The hoodie rarities was a nice Easter Egg moment as that was not mentioned in the original announcement.
Takeaways
Following the announcements and rollout of RTFKT + Azuki’s phygital efforts:
Focus on the tech, then roll out the applications
Both teams focused on the tech first in their respective announcements. However, the rollouts of how the tech would be applied quickly followed. For Azuki, the first PBT application was shared in the same announcement to show and tell with the Golden Skateboard auction.
For RTFKT’s World Merging chip announcement last week, there was as fast follow with the Cryptokicks announcement earlier today.
Rollouts start small then scale
Total stock for early efforts started small, with each successive collection growing in size.
RTFKT Space Drip x Nike Air Force 1: 593
RTFKT Cryptokicks IRL: 19,000
Azuki Proof of Skate: 9
Azuki x AMBUSH hoodies: 1,000
Sneak peeks
Both teams made sure the audience had the opportunity to see what the product looked like digitally and IRL.
Azuki exhibited this in Hong Kong with their Proof of Skate popup while RTFKT debuted their Cryptokick IRL with influencers in Miami.
Applications and features
RTFKT has more features with their Cryptokicks, but I believe the roadmap for how the physicals merge with the digital will have similar approaches.
Putting this all together, what do we get?
RTFKT has had more collections, highlighting a couple for illustrative purposes
I’m looking forward to seeing more activations following the footsteps of Azuki and RTFKT in the near future.
See you tomorrow! Or in the words of RTFKT: “The Future is Now”.
