From Tazos to NFT, from physical to digital: a marketing evolution that grows into a trillion-dollar opportunity

Some of you may be too young to remember Tazos and how they took over the world with the storm of the 1990s. At that time, the children only begged their parents to buy them bags of salty chips or corn chips. Young boys and girls from Latin America, Europe, Asia and Africa to Eastern Europe and the Middle East have been gripped by Tazo madness.

Unlike collectible sports cards we’ve all heard of, Tazos were unique in that they were not only collectible items for storage and preservation for life, but also items that children played with everywhere, even on a competitive level. The game was actually pretty simple. All the players had to do was hit one Tazo against another or a bunch of others and win the ones he could turn over.

Tazos is the marketing evolution of POG, which began as a playground game in Hawaii in the 1920s, according to according to Grunge.

“A version of the game from the 1990s can be traced back to Hawaiian teacher Blossom Galbiso, who wanted to introduce her students to the game she played as a child.”

Firstwefeast.com wrote 2016 that the Hawaiian beverage company Passion Orange Guava (POG) brought to the fore these flat plastic or cardboard collectibles in the 1970s and around the world in the 1990s. Simpson Pogs are still available today and can cost almost $ 2,400, according to and Etsy.

Tazos and his trip to Latin America

Vice wrote another story explaining how in 1994 Mexican marketing guru Pedro Padierna, who worked for the chips and chips company Sabritas, came up with the idea to take over the POG concept and turn it into Tazos.

“I grew up collecting (football) football tickets,” Padierna told Vice. “In the US it was baseball, but in Mexico we had football, and it was part of the way we all grew up. Those cards usually came in bags of chips, so it wasn’t a big creative leap to imagine that some other collectibles could be similarly successful. But the question was what? “

Padierna decided to think of some ideas with his colleague Fabian de la Paz, who learned about the POG case study from Hawaii. POGs were already back in marketing in the early 1990s when the Canadian Games launched another madhouse. The company saw an opportunity to license them to other brands, and Padierna and De la Paz took them home with a Loony Tunes contract that took POGs like Tazos into the global marketing arena.

Evolution from physical to digital

Today he is the CEO and founder Fayre Luis Carranza, who recently raised $ 3.9 million to launch his NFT market, sees a new opportunity to transfer marketing to Metaverse with irreplaceable tokens.

“POGs and Tazos were a big hit, and they are still remembered and collected by many people around the world,” Carranza said. “The evolution of the physical, tangible world from gaming, work, meetings and marketing is moving towards the digital and the Metaverse. Covid-19 has accelerated that evolution in the last 20 months. ”

Fayre is a new marketplace with a brand dashboard so brands can build and engage with NFT fan communities. While many others are talking about building a metaverse, Carranza and his team are solidifying one platform on which three marketing elements come together.

Look in the future

While many others are absorbed in the madness of NFTs from just one angle, Carranza looks to the future and how irreplaceable tokens can help bring brands into the future by creating a whole new experience for their fans and potential customers. Fayre is building a mobile companion app that would enable NFT engagement in retail and stadiums.

The Fayre the founder gave an example of how this is already starting to happen in the fast food industry, although this has yet to be taken into account by the brands of chips and chips owned by Coca-Cola and Pepsi-Cola.

“McDonald’s, for example, received more than 100,000 retweets from McRib’s announcement in November. Burger King has teamed up with Ninteng to offer toy prizes with a children’s meal, ”Carranza said. “But that still needs to be taken further by offering NFT collectibles that consumers can use in games.”

GlobalData’s consumer research in the first quarter of 2021 supports Carranza’s theory. More than 28% of Generation Z consumers said they want brands to develop general entertainment such as games that will distract them.

In early August this year, Louis Vuitton launched a game app called “Louis: The Game” to celebrate the 200th birthday of its founder Louis Vuitton. The game will simulate a trip to Paris of his mascot – Vivienne. (The plot is based on the life of Louis Vuitton). There are 30 free NFTs as a reward that players can collect during the adventure.

Just a few days later, Burberry also released Burberry NFT in the Blankos Block Party game space, which allows you to build, design, buy / sell and collect NFT characters.

A month earlier, Dolce & Gabbana launched a premium collection aimed at its traditional audience – its fans who are so active that they want to own a digital display of his designs.

Engaging through emotions

Through gamification, brands attract users by creating distinctive emotions from the creative experiences, art and uniqueness of luxury fashion products in the digital environment.

Different approaches to NFT and gamification in the luxury fashion industry

Brands have shown that approaches and applications of NFT and gamification can be diverse and adaptable to serve different strategic goals.

For example, Louis Vuitton has designed his own app with a fascinating story, the protagonist and rewards what customers want to embark on a journey with a sense of pride. NFT in the game is mostly for collection, not for sale.

For Dolce & Gabbana, the target audience of the first NFT project is existing loyal customers.

In Burberry’s case, they entered the market by designing, pricing and selling Burberry NFTs on an existing trading platform.

Will digital fashion go further with NFT and gamification?

Gamification gives players a sense of being “immersed” in the world of luxury fashion. It also allows brands to more easily communicate and maintain their message and image. Meanwhile, NFT creates unique digital products that make them just as valuable as limited editions of luxury fashion products.

The constant release of NFT and gamification-related products by fashion brands reflects the changing fashion industry oriented towards games and applications for direct interaction with consumers.

High fashion brands know that they need to create a relationship with their customers in order to gain loyalty. Nurturing and strengthening relationships through gamification and NFT is a potential solution to emotional upliftment.

An indispensable marketing tool

“NFT will eventually emerge as an irreplaceable marketing channel,” Anjali Kapoor wrote on LinkedIn article under the title Metaverse: a paradigm shift in marketing. She is an international media and technology leader and a leader in Web3 and decentralized marketing. Kapoor reasonably points out that crypto architecture will in no way replace strategic marketing campaigns of media channels, but will improve them.

“If you are a customer-focused investor or CEO responsible for consumer brand growth, it is impossible to ignore the demographic of cryptoculture that shapes the future of digital asset consumption,” she adds.

Users and advertisers are increasingly embracing the metaverse. If you consider how much time people spend in virtual spaces and how this has blurred the boundaries between the physical and virtual worlds, then you agree that NFT combined with metaversion will be the next big success like Tazou.

Hootsuite’s global report for the fourth quarter of 2021 shows that there are 5.29 billion unique mobile phone users globally. That is 67% of the population. Over 4.8 billion or 61.8% of the world’s population uses the Internet. Another statistic that retailers need to be aware of is that 44.8% search for brands on social media.

Some statistics and figures

In the UK, people spend an average of 6.4 hours a day online, Uswitch discovered. The extra was published by the US review showing 46% of people spent up to six hours, 11%, seven hours, 22%, up to four. In China, according to Jane Zang of SMP, mobile users spend more than six hours a day online.

Given mobile phone statistics worldwide, the rise of NFT and the metaspace globally – probably thanks to Mark Zuckerberg who rebranded Facebook at Met – it’s no wonder that big brands like McDonald’s, Burger King, Campbell’s, Nike and many more others are already diving into this new realm of digital marketing.

Go a step further

Fayre takes evolution a step further by making NFTs and the metaverse all possible in one place with a unique model that allows brands, fans and creators to subscribe to memberships that give them access to very low transaction costs and a dashboard that makes it easier to navigate otherwise complex and sometimes to a very abstract technological world.

On 19 pages from November 2021 report, Grayscale estimated:

“Metaverse will be an opportunity for trillion dollars in revenue through advertising, social commerce, digital events, hardware and the monetization of developers / creators.”

That still pales in comparison to the $ 14 trillion market that Web2 is today, but as the world grows so fast, Web3 is a market opportunity that no one can afford to underestimate because the risk of disruption is significant, Luis Carranza concluded.

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