Blockchain technology and Web3 have made it possible for people all over the world to collaborate without having to know one another. Brands may produce fascinating content to promote their brand concepts and company vision, while creators can use cutting-edge tools and platforms to better engage with their followers.
More and more businesses are utilizing storytelling to connect with their customers as well as set themselves apart from the competition and gain market share.
In this post, we present a few fascinating cases of how businesses from various sectors successfully use Web3 storytelling to drive visitors to their websites and market their products.
Louis Vuitton: Learning the brand story through an addictive adventure game
Famous Louis Vuitton released “Louis the App,” a mobile game, to encourage users to go on an adventure, discover the brand’s history, and have fun in honor of its 200th anniversary. The game creates six fictional worlds and incorporates a variety of brand-related storylines into its immersive and compelling storytelling. Players can use Louis Vuitton designs to personalise their characters, learn about the company’s culture and history by gathering 200 postcards and other artifacts, and search for the 10 embedded NFTs created by renowned artist Beeple.
It is critical for a luxury brand to create and maintain an exceptional brand image, and Louis Vuitton is proactively positioning itself for the future. The company has been researching Web3 and NFTs in order to promote its brands and engage its customers. The game has received over 2 million downloads, propelling brand storytelling to new heights.
Gucci: Using video storytelling to envision the future of the brand
Gucci launched the Gucci Aria collection and a little video to commemorate its 100-year history, timeless designs, and brand legacy in 2021, the year the company will celebrate its centennial. The company, which is committed to investigating digital innovation and creativity, launched its first NFT that was inspired by the Gucci Aria line.
According to Christie’s, the door-opening scene at the beginning of the movie depicts Gucci’s rejuvenation after 100 years and the pursuit of constant innovation. While the short video NFT represents “a wish to bloom and flourish once the shadow of winter has passed.” It’s not necessary for storytelling to be text- or audio-based; a brief video with no speech can still be effective in showcasing a brand’s identity and core values.
Microsoft: Using educational games to highlight brand values
Microsoft, a tech behemoth, has been promoting diversity and inclusion as a way to build its brand. The company collaborated with blockchain startup Enjin in 2019 to create Azure Heroes, a platform that pays community members with digital badges for mentoring, creating, and sharing knowledge with the computing community.
With the introduction of the interactive educational game “Azure Space Mystery” in 2021 to commemorate the 6th International Day of Women and Girls in Science, the relationship expanded even further. By demonstrating their technical prowess and overcoming coding hurdles, participants can learn about the lives of four female scientists and get NFTs that are compatible with Minecraft.
In contrast to Louis Vuitton and Gucci, this game and its associated NFTs did not directly promote Microsoft’s brand. Instead, this educational project demonstrated the company’s commitment to encouraging technological education and diversity among developers. The initiative raises the profile of NFTs and encourages new users to join the Azure Heroes community by collaborating with Minecraft, a sandbox game with millions of players worldwide.
Campbell’s: Using visual storytelling to strengthen brand identity
To promote its brand image, the Campbell Soup Company has actively participated in experimental advertising and storytelling. The company collaborated with well-known street-style artist Sophia Chang to launch the brand’s first NFT collection in July 2021. The brand’s iconic red-and-white can design is already deeply ingrained in the minds of customers, but the new NFT label strengthens the brand image through visual storytelling and modern graphic design.
The one-of-a-kind and vivid illustrations surrounding the iconic can evoke nostalgia for the time-honored brand while also demonstrating the company’s creativity, willingness to innovate, and insistence on providing the best products to its loyal customers over the years.
Our Theatre: Using audio NFTs to preserve cultural heritage
Large corporations are not the only ones using creative storytelling to promote their brands on Web3: creators and non-profits can also benefit from it to promote their work and values. Our Theatre is a Taiwanese contemporary theater that focuses on folk culture and ordinary local citizens.
The State and Denki, their most recent theater production, tells the story of a girl meeting the only man on the planet who still knows how to speak Cantonese in 2220. They set the story in a futuristic world where humans have lost their ability to speak their mother tongue.
Our Theatre collaborated with MINTVERSE, a co-creating literature NFT project, to airdrop NFTs to their audience in order to encourage them to go to the theater and pay attention to the importance of cultural preservation. They invited respected elder Amalanamahl salapuan of the Indigenous Hla’alua tribe in southern Taiwan to record his voice reciting 1,077 words in Hla’alua (Saaroa), a critically endangered language according to UNESCO.
The NFT campaign was successful in gaining extensive media coverage for the theater, which not only allows more young people to learn about Our Theatre and their determination to preserve local dialects. However, the recorded NFTs also preserve the legacy of an endangered language, culture, and stories that are slowly being forgotten.
Kantfish Universe: Creative content promotion through engaging storytelling
Kantfish, an Italian artist, has published texts, articles, photographs, and videos in various media in Italy, Spain, Portugal, the United States, and the United Kingdom. He is convinced that the crypto revolution will transform how people share values with one another, and thus collaborates with READL, a Web3 storytelling platform. He launched his blockchain universe through this platform.
Authors can not only claim full ownership of their work when it is published on a decentralized network, but they can also use their storytelling skills on Web3 to reach new readers and create innovative and immersive reading content. Kantfish’s book collection and some NFT collectibles can be found in the CryptoJungla universe, and the platform allows readers, fans, publishers, and artists to better interact with one another.
Brands need to tell stories on Web3 just as much as they do on Web2. Good storytelling can help brands and customers connect, help customers understand brand values, and help brands communicate more effectively with their target audiences.
Luxury brands such as Louis Vuitton and Gucci applied the same strategic and design scrutiny to their digital projects that they have always applied to their physical products. They create a high-quality experience to promote their brands and maintain their industry leadership positions through innovative storytelling.
Microsoft and Campbell’s used mini-games and graphic design, respectively, to promote their brands’ well-known and traditional values. Simultaneously, small organizations or even individual creators can use Web3 storytelling skills to reach new audiences, promote brand or organizational values, and create a more engaging experience for fans and customers alike.