Nfts
INVNT GROUP Highlights Web3/NFT Branding Success Story of “Fallen Gravity”
Digital and Web3 innovation agency INVNT GROUP recently collaborated with the artist Michah Dowbak, also known as Mad Dog Joneson a marketing success story showing how NFT and Web3 branding exercises lead to new connections, engagement and value with audiences.
“Fallen Gravity represents the endless possibilities of this new era of storytelling,” noted Scott Cullather, President and CEO of INVNT GROUP and CEO of INVNT.ATOM.
INVNT GROUP has strengthened the Mad Dog Jones brand with a unique marketing campaign, allowing audiences to leave their mark on the stars with a customizable NFT-related message in the stars.
INVNT GROUP, alongside project partners Artemis Music Entertainment and Nifty Gateway, produced “a once-in-a-lifetime multimedia experience,” says Cullather, which enabled fan engagement through a unique combination of art, music and of technology.
This campaign gauged interest among Web3 and Blockchain enthusiasts, NFT communities, and the general public who are likely to adopt these emerging consumer-facing technologies for the first time.
About the Fallen Gravity NFT Collection
“Fallen Gravity is about drifting into the unknown. There is scientific mastery and human passion intertwined in the art and music created from the cosmos, which represent timeless wonders and dreams of discovery,” remarked Mad Dog Jones.
Mad Dog Jones launched the Fallen Gravity NFT Collection in April, accessible through the Nifty Gateway marketplace, offering audiences three unique ways to create animated artwork, prints, and exclusive NFTs.
Fallen Gravity contained 500 unique NFTs, each featuring a distinct snapshot of the sky mapped at a specific time, date and location informed by the orbital position of the International Space Station.
The NFT-linked snapshots also capture the historic sky from 1988 to the current year, 2024, while providing a forward-looking perspective of what the sky will look like through the station’s planned decommissioning year, 2030.
Additionally, INVNT GROUP has produced an exciting new engagement strategy via the latest NFT drop, “Unknowable Dimensions,” allowing 500 collectors to create a “one-of-a-kind” NFT featuring a unique star-studded song.
A Star Song converts astronomical images into audible music based on the characteristics of the 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 work through meaningful connections with space and the stars, celebrated through digital space missions accessible to all.”
Additionally, Richards highlighted how Mad Dog Jones’ Fallen Gravity collection also honors “the legacy of the International Space Station – perhaps humanity’s most magnificent technical and socially unifying creation.”
An in-depth look at how brands can leverage Web3 and NFTs
Web3 and NFT marketing campaigns present an exciting new opportunity for brands, and INVNT GROUP is helping brands discover the value of space today.
The Web3/NFT avenue not only offers a potential increase in revenue streams; Emerging technology also presents new investment opportunities, including increased customer engagement and better brand building.
Callum Smith, Account Services Director, EMEA INVNT.ATOM noted how brands should think about a thoughtful approach to NFT/Web3 marketing campaigns so that investing in such an opportunity produces positive results.
Smith also said that “one of the things that brands should be looking at is the element of loyalty,” adding that how a brand simultaneously transacts with its audience is crucial. Smith remarked:
“It’s been great for Mad Dog Jones in building his personal brand; it worked extremely well; we had over 3 1/2 thousand people watching and interacting at the same time.
Smith also recommended that brands wanting to understand and successfully operate a Web3/NFT campaign “understand the detailed nuances of their community and dig deeper into who a brand’s community is.”
For example, a brand or artist’s loyalists 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 world of Web3, but has the potential to engage in it through projects that correspond to their core values.
Conversely, an audience may be less informed about the emerging space. So, to improve a business’s performance during a Web3 campaign, a business must first engage with its audience and understand the barriers or considerations that need to be addressed before launching a targeted campaign.
Additionally, just as in the broader immersive/XR technology landscape, for a vendor, end user or solution provider to be successful in promoting the adoption of an emerging technology, they must consider the human element at stake and how to properly introduce new users to new technologies. 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 meeting a customer during their journey.
Smith added:
When we talk to brands, one of our goals is to move away from certain terminologies, like NFTs, Metaverse, and Web3, and just speak in their language – using language they understand. With time, it helps to understand which brands want to enter the world of Web3 and slowly start adopting it.
The NFT and Web3 space is poised to skyrocket. Over time, a broader understanding of technology will help brands take a forward-thinking approach to marketing campaigns.
To find out more about INVNT GROUP, check out their website.