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15 days ago by Alex Swain
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​​​2022: Poap's for Marketing

When you go to an event be it work or pleasure, you want something to remember it by. When I was younger, I tended to keep my tickets from all the music gigs I went to (albeit sticking them to my bedroom wall wasn't the best idea, but you get the picture), these tickets told a thousands stories and I look back at them with fond memories.

Now all we are left with is the 13gb worth of videos & photos we take, and yes they are great but it's not the piece of memorabilia that holds those memories.

Web3 is incoming and POAP's will offer event goers those pieces of memorabilia, but what on earth are they?

In this blog piece we will look at the following topics:

  • What is a POAP?

  • How are POAP's being used?

  • Who is using them?

Source: inlea.com

What is a POAP?

So, by definition from POAP themselves... "POAP is a new way of keeping a reliable record of life experiences. Each time they take part on an event, POAP collectors get a unique badge that is supported by a cryptographic record. These badges are Non Fungible Tokens (NFT) and open a whole new world of possibilities."

To add my own spin on that, POAP is an acronym for "Proof of Attendance Protocol" and it's effectively a piece of memorabilia minted to the blockchain. If we know anything about memorabilia, then we know it can become incredibly sought after, by adoring fans, customers & audiences.

I'm sure that's got you thinking about how you can use a POAP for your brand.

How are POAP's being used?

The beauty of POAP's is that they can be used for in-person and for virtual events and many within the world of Crypto & Web3 are already using these as a way to connect with attendees, but what's the value and how are they currently being used?

In many cases a POAP can be used as a ticket, in fact you could even use it as a business card with all your contact details and maybe even a snapshot overview of what you do. Leaving it wide open for use cases within networking or job seeking at in-person events.

However, how are marketeers using POAP's. Well that all depends on your brand and what you'd like to create. As reported in the US brands including Adidas, Budweiser, Coach, the US Open, Time Magazine + many more have tapped into the 4.5 million POAP NFT's issued at the start of this year.

To give you some ideas, I have mapped out how brands are using POAP's with the examples below.

Adidas Original's: Our Future Started Here.

  • In light of Adidas moving into the world of Web3 and launching their partnership with "Bored Ape Club" they issued POAP's to kickstart this journey.

  • Supplying only just over 3,000, they were claimed in minutes and gave those who did claim them, early access to later NFT drops.

  • You can take a look here: https://poap.gallery/event/14195

Warner Music

  • Back in April this year, Warner Music announced a partnership to use POAP for event NFT's.

  • They have already begun to issue POAP's at events and most notably for rapper Kevin Gates.

  • This was a closed drop from Warner Music, giving complete exclusivity & benefits to those that attended Kevin's gigs.