![]() ![]() ![]() They’re not pursuing paid marketing or any other typical channels of Web 2.0. This often looks like linking up with figures in the comedy, music, event, and other artistic spaces. They haven't made much noise and are strategic about partnerships that align with their community values. More early previews and access to merch dropsĪll in all, Daniel considers Liquid Death one of web3’s current best-kept secrets. The end goal is ensuring they enjoy their private access to all things Liquid Death.īenefit #3: Long-Term Plans for NFT-Gated PerksĪs for Liquid Death’s big-picture product roadmap, they plan to continue providing fans with insider access to everything about the brand, including:Īmped up lifestyle perks, live events, and celebrity involvementĬonnecting with execs, like a private Zoom with their CEO They’ve also simply hosted communal poker nights and remain active on DiscordĪt the end of the day, the team views this community as their biggest fans - and genuine friends. ![]() They filmed a horror movie and screened it on Discord (on top of other film viewings) Members of the Murder Head Death Club can DJ on their radio station: Radio 666.6 FM Liquid Death recognizes the value of audience enthusiasm and consistently works to nurture involvement and foster its community. Live event access - Such as their Country Club at music festivals and NFT events in NYC and LA (with more locations to come in the future)ĭaniel notes that most brands can’t envision or understand just how transformative an avid and passionate web3 community can be. Holders receive a variety of Novel-enabled benefits, including but not limited to:Įxclusive discounts - A rare perk for the Liquid Death brandĬelebrity experiences - Interactions with their celebrity ecosystem, with names like Wiz Khalifa, Steve-O, and Joanna Angel doing live AMAs on their private Discord Their NFT VIP program is called Murder Head Death Club, which essentially wraps all of their branded offerings in a premium shell. Novel’s web3 tech has allowed Liquid Death to elevate their loyalty and VIP programs. The team didn't have the bandwidth for anything that requires heavy lift, so they searched for a tool that could easily plug into their established Shopify site.įortunately, they discovered Novel, which quickly fulfilled all of these needs.īenefit #1: Immediate Upgrades to Liquid Death's Loyalty Club Most recently, they'd promised to provide exclusive merch and other lifestyle goods to loyal fans but were grappling for the best way to make it available. They mainly sell products online and in major grocery and convenience stores across the U.S., so their options for integrating web3 into that model were limited and complicated. The Liquid Death team had been intrigued by web3 for some time, but the infrastructure just didn't exist yet to integrate it easily with their brand. Revamping a Successful Web 2.0 Platform with web3 They run a successful Web 2.0 loyalty program called their Country Club, where 200,000+ fans have "sold their souls" for early access to limited-edition merch drops, private events, and more. In response, Liquid Death packages its water in aluminum, which is actually sustainable, and tops this off with fun, subversive marketing.Īs Daniel puts it, the brand boasts some of the “craziest, most die-hard fans on the planet.” Sustainability is also a (surprising) core value of the brand - inspired by the sad reality that 90% of plastic winds up in landfills or the ocean, even when recycled. Many buyers initially assume they produce beer, but they exclusively sell water. Liquid Death gained a cult following by playing with people's perceptions of their brand. Phase 1: Searching for Accessible web3 Integrations
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