Today, Samsung is launching a week-long “Discover Samsung” event, supported by NFTs and a scavenger hunt through their Discord community.
Samsung launched the Discord community, or server, in June. Earlier this year, they also opened a presence at Decentraland called Samsung 837X, and that location will host virtual events throughout the week.
By connecting multiple metaverse touchpoints to other legacy digital channels like Samsung.com, the brand is showing how these new experiences can bring younger consumers into traditional fall sales events.
Read next: 4 Key Strategies for NFT Brand Launches
Search for clues. Brand fans will be treated to a series of three questions on Samsung’s Discord server. They will find the answers to the questions somewhere on Samsung.com or Discord.
Once that part of the game is complete, Discord users will submit their MetaMask wallet address on Discord for a chance to win an NFT worth up to $500 in discounts on Samsung products.
NFTs and prizes. Participants will have until 5:00 PM ET on September 14 to answer the questions. The next day Samsung will release NFTs to the user and each NFT will have a randomly assigned value of $0-500.
Participants will then be able to redeem the NFT for an online certificate that can be used when shopping for Samsung products during the event.
In addition to everyone receiving an NFT of a certain value, 30 winners will receive other prizes totaling $10,000 in giveaways.
Metaverse trading events. Samsung will also host trade events on the Samsung 837X. These live-streamed events will feature products taken from actual users’ wish lists on Samsung.com.
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Why we care. It’s not just planting a flag in the metaverse. Instead, it’s about what brands do when they, and their customer, get there.
This metaverse campaign has the familiar elements of a contest that has been a part of marketing for ages. There are discounts and other prizes, which also, from a strategic point of view, resemble loyalty programs. This campaign updates the strategy by gamifying it with a digital scavenger hunt that engages metaverse community members on Discord and Decentraland.
Macy’s and Old Navy have also dropped NFTs as part of their seasonal celebrations. Gap rolled out special wearables for virtual pets. The most promising executions are part of a longer, multi-step roadmap — the kind Under Armor is putting together for 2022, 2023 and beyond.
About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as Associate Editor, offering original analysis of the evolving marketing technology landscape. He has interviewed leaders in technology and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the nation’s first federal CIO. He is particularly interested in how emerging technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at the Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry subjects such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
