NFTs
INVNT GROUP highlights ‘Fallen Gravity’ Web3/NFT brand-building success story
Digital and Web3 innovation agency INVNT GROUP recently collaborated with the artist Michah Dowbak aka Mad Dog Jonesin a marketing success story that shows how NFT and Web3 brand-building exercises lead to new connections, engagement and value with audiences.
“Fallen Gravity represents the infinite possibilities in this new era of storytelling,” noted Scott Cullather, President and CEO of INVNT GROUP and CEO of INVNT.ATOM.
INVNT GROUP boosted the Mad Dog Jones brand through a unique marketing campaign, allowing audiences to leave their mark on the stars with a customizable NFT-linked message on the stars.
INVNT GROUP, along with project partners Artemis Music Entertainment and Nifty Gateway, produced the brand-building “unique multimedia experience,” says Cullather, that enabled fan engagement through a unique combination of art, music and technology .
This campaign gauged interest from Web3 and Blockchain enthusiasts, NFT communities and the general public who may adopt these emerging customer-facing technologies for the first time.
About the Fallen Gravity NFT Collection
“Fallen Gravity is about sailing into the unknown, there is scientific mastery and human passion intertwined in the art and music created from the cosmos that represent timeless wonders and dreams of discovery,” noted Mad Dog Jones.
Mad Dog Jones launched the Fallen Gravity NFT Collection in April, accessible through the Nifty Gateway marketplace, offering the public three unique paths to create unique animated artworks, prints, and NFTs.
Fallen Gravity contained 500 unique NFTs, each featuring a distinct snapshot of the sky mapped to a specific time, date, and location informed by the orbital position of the International Space Station.
The NFT-linked snapshots also capture historic skies from 1988 to the current year, 2024, while offering a future perspective on what the sky will look like by the station’s expected retirement year, 2030.
Additionally, INVNT GROUP produced a new engagement strategy through the final NFT release, ‘Unknowable Dimensions’, allowing 500 collectors to mint a ‘one-of-a-kind’ NFT containing an exclusive Star Song.
Star Song converts astronomical images into audible music based on the characteristics of stars.
Bob Richards, co-founder of Artemis Music Entertainmentnoted that the Fallen Gravity collection “represents the essence of why we created Artemis Music – to inspire and enable artists to create new works through meaningful connections to space and the stars, celebrated through digital space missions that are accessible to anyone”.
Additionally, Richards highlighted how Mad Dog Jones’ Fallen Gravity collection also honors “the legacy of the International Space Station – perhaps humanity’s most magnificent technically and socially unifying creation.”
A deep dive into how brands can leverage Web3 and NFTs
Web3, NFT marketing campaigns present an exciting new opportunity for brands, and INVNT GROUP is helping brands discover the value of the space today.
The Web3/NFT avenue doesn’t just generate potential increased revenue streams; Emerging technology also presents new investment opportunities, including greater customer engagement and better brand building.
Callum Smith, Director of Account Services, EMEA INVNT.ATOM noted how brands must think about a considered approach to NFT/Web3 marketing campaigns so that investing in such an opportunity yields positive results.
Smith also said that “one of the things brands should look at is the loyalty element,” adding that how a brand simultaneously transacts with its audience is crucial. Smith commented:
“It was all great for Mad Dog Jones building his personal brand; it worked extremely well; we had more than 3 1/2 thousand people watching and interacting at the same time.”
Smith also recommended that brands that want to understand and successfully leverage a Web3/NFT campaign should “understand the detailed nuances of their community and take a deep dive into who a brand’s community is.”
For example, a brand or artist’s loyal followers may be Web3/NFT natives who already understand the technology and how to use it, or perhaps the brand’s core audience is not native to the Web3 world but has the potential to engage with her through projects that align with her core values.
On the other hand, the public may have less knowledge about the emerging space. Therefore, to improve a company’s performance during a Web3 campaign, a company must first engage with its audience and understand the obstacles or considerations that must be addressed before launching a targeted campaign.
Additionally, just like the broader immersive technology/XR landscape, for a vendor, end user, or solution provider to successfully drive adoption of any emerging technology, they need to consider the human element at play and how to properly introduce new adopters. to new technology.
Smith reflected on the success of the Fallen Gravity campaign from an audience engagement and brand satisfaction perspective, stating that a contributing factor is getting to know a customer on their journey.
Smith added:
When talking to brands, one of our focuses is to move away from some terminology, like NFTs, the metaverse and Web3, and just speak in their language – using a language they understand. Over time, this helps to understand brands that want to enter the world of Web3 and slowly start to adopt it.
The NFT and Web3 space is about to skyrocket. Over time, a broader understanding of technology will support brands in taking an innovative approach to marketing campaigns.
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