Trailblazing Loyalty Marketing in the Metaverse - Part 2
Is the Metaverse the New Loyalty Frontier?
Part 2 - Trailblazing Examples
Ko de Ruyter, Debbie Keeling and David Cox
As mentioned in Part 1 of this blog series, we are increasingly seeing a number of companies start to experiment with the metaverse as an environment to support their loyalty marketing strategy. These use cases could be a rich source of inspiration for loyalty marketers
Here are four such trailblazing examples of how to explore the metaverse to boost loyalty
1. Memorable Member Experiences: Snoop Dogg’s Crib
Perhaps the most obvious use case lies in creating memorable member experiences. The famous, or perhaps infamous, rapper Snoop Dogg has invested in building his crib in what is already referred to as the ‘Snoopverse’ on fan pages. He has been personally getting involved in designing the mansion, which apparently is a replica of his LA property. In this virtual space loyal fans are able to get an ‘early access pass’ so that they can check in to the star’s mansion, play online games, get access to early releases of the music, attend exclusive concerts and perhaps even interact with the recording artist himself if he is present in his virtual hangout. A sense of belonging is created by a welcome-to-the-hood, ticketed pool party, which is positioned as “a once-in-a-lifetime opportunity to party with the Dogg”. This exemplifies that there are plenty of opportunities for companies to create those experiences that cement the loyalty of their members.
2. Providing Unique Rewards: Double 11 Metaverse Art Exhibition
With an eye on providing unique rewards in your programme, the Double 11 Metaverse Art Exhibition offers an example of a brand-new point redemption experience. In this particular exhibition, famous luxury brands, such as Burberry, Coach, and Longines are offering first-time limited edition NFTs (non-fungible tokens or digital collectables) that people can acquire. For instance, Burberry has designed an interactive digital deer to showcase a limited-edition physical edition of the scarf, created just for the exhibition. All 1,000 scarfs were sold within the first day of the event. So there seems real potential for tapping into an engaged audience of members who are looking for unique experiences for which they are happy to convert points. Allowing your members to experience rewards online, using virtual trials, and getting virtual brand items offers a new way of looking at your brand and opens up opportunities of engaging your members in an innovative way.
3. Driving Member Engagement: Louis Vuitton & Balenciaga
Another way in which explorations of the metaverse can help boost your loyalty lies in member engagement. On the occasion of the company’s 200th birthday, Louis Vuitton launched a virtual adventure game to celebrate the achievements of its founding father. They called it Louis the Game. It follows a main protagonist as she travels through a number of virtual worlds to collect candles for the virtual birthday cake. Players dress up their avatar in Louis Vuitton fashion wear and can collect specially designed digital treasures. It is interesting that these rewards cannot be traded in the blockchain marketplace, amplifying their intrinsic value. Another high-end fashion company, Balenciaga has also experimented by venturing into Fortnite with a game that allows players to acquire digital outfits based on the real-life collection. Players are able to hang out in virtual spaces, exchanging ideas and engaging in discussions around fashion. Engagement levels in these alternate realities are high and contribute to a stronger bond that customers have with the brands.
4. Exploring New Realities: Marriott International
Finally, as travel and hospitality came to a near standstill during the pandemic, the industry has been busy exploring new realities. Marriott’s senior VP of brand, loyalty and portfolio marketing at Marriott International, Brian Povinelli states that “We’ve all learned over the last two years how to relate and engage in a more virtual manner”. Their adventure started with designing its first NFT (non-fungible token) collection and presenting this at a real art fair in Switzerland.
Look out for our third and final blog in this series when we aim to unlock some of the learnings of the metaverse for loyalty marketers. We will also explore how NFTs and digital collectables can be used as tools for loyalty program member engagement.
