Web3 in 2023: The Year of Brand Mass Adoption?
As we draw closer to 2023, it's safe to say 2022 is the year of the Web3 Crossover. This year wasn’t the most fun-filled for crypto and NFT traders due to the unexpected downtrend.
However, we also saw prominent traditional brands make big moves to harness the opportunities presented by Web3 to bridge the customer-brand gap.
The year saw the likes of Tiffany & Co launch its NFTiff collection, Etihad Airways releasing EY-ZERO1, and many household brands like Nike and Adidas.
So what can we expect in 2023? Will more big brands make a move to Web3 and take their customer relationship to the next level?
This article will outline the top 5 brands to watch out for in 2023 and everything we know about their plans.
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#4 - HAPE.Diesel
Before we continue, BMW hasn’t made any official statement about its Web3 plans. However, the German auto company recently filed a US trademark application for its logo and other items in relation to NFTs.
The application was filed on the 25th of November 2022 and covered digital files verified by NFTs. This includes a variety of virtual commodities (including cars, toys, clothing, and headgear). Other items covered include related virtual and simulated worlds and hardware.
So what are they up to? Well, your guess is as good as ours. But on December 13th, the official BMW Twitter account started tweeting cryptic and somewhat funny Tweets from a new persona called DEE.
Also, more tweets suggest they have something planned for January 2023, which might include virtual outfits—and a collaboration with Arnold Schwarzenegger.
Thankfully, January is just days away, so we’ll get to see what they have planned out.
Hugo Boss is another big brand to watch in the coming year. Back in November, the clothing giant made its Web3 debut when it partnered with Imaginary Ones. The idea around the collection is for people to connect and own their emotions, whether they’re positive or negative. The launch came with tons of benefits, like a 10% discount on Hugo Boss items, access to the Imaginary Ones staking ecosystem, and more.
So what do they have planned for 2023? The team intends to introduce a metaverse experience for holders. If there’s anything we know about these experiences, they’ll feature an immersive virtual world that’ll allow holders to interact with the company like never before. We’ll surely cover their progress as the year rolls.
You’d want to strap in your seatbelts for this one. Earlier this month, Aston Martin launched its NFT Vantage Series, which features the latest Vantage V8, the Vantage GT3 race car, and the 1980 Vantage V8, also featured in the 15th James Bond movie, The Living Daylights.
The best part is that you can actually use these virtual cars in the closed Alpha of the Infinite Drive, a mobile-first NFT racing metaverse that’ll launch in 2023. Holders may check out their collections and compete against one another on licensed tracks in the Alpha.
Beginning in the first few months of 2023, all of the game's features—including an NFT marketplace, seasonal events, and a setting where users may lease their vehicles to other players—will be accessible for free on iOS and Android. Remember that Apple recently implemented a 30% commission on in-app NFT purchases. It’ll be fascinating to see how Infinite Drive and Aston Martin handles this issue when the app launches.
*Disclaimer* If we were advising Diesel, we would most definitely advise against partnering with HAPE, see our article, which outlines the reasons why…
One of the best (we use this term loosely, for this example!) ways your brand can break into Web3 is by partnering with well-known NFT collections. This has been the strategy of many big brands, such as Adidas, Nike, Tiffany - and Diesel is not an exception.
Not much is known about the clothing brand’s upcoming NFT collection besides its partnership with the HAPE collection. What we do know is that it’ll include digital wearables and will be designed by Diesel’s own creative director Glenn Martins. There’s already a waitlist and Discord server.
Another major car brand entering Web3 in 2023 is Porsche with its upcoming Porsche 911 NFT launch. According to the auto manufacturer, holders will be able to customize their NFTs to create unique pieces. The collection will launch on the 23rd of January 2023 and will also feature other utilities for holders.
Porsche’s approach is unique and we can’t wait to see how well they perform.
What to Expect in 2023?
NFTs and Web3 are the next stages of digital disruption, following on from the OG disrupter - the internet itself.
This technology provides a way for brands to connect and become closer with a more savvy generation of consumers, ensuring they remain relevant as time changes. Therefore, we’re expecting to see more major Web3 projects from other brands dominate the Web3 news throughout 2023.
The exciting part of it all, is that the technology is available and accessible (thanks blockchain!) to all types of brands - big and small. Although it may seem daunting for brands to enter, the first step to take is simple: Connect with people/businesses that are trustworthy and allow them to outline how Web3 can seamlessly integrate within your brand's overall marketing strategy, to help attract, retain and engage with consumers - the core of any brand strategy.
Stay ahead of the curve, or risk being left behind.
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