The Magic Mirror: Yat Gem Drops
CLIENT: YAT / AGENCIES: LUSION, 14 ISLANDS, ROCKET AIR
STRATEGY
CREATIVE DIRECTION
The Activation
We built an NFT-minting microsite that would host multiple drops per week. Each drop was a custom designed/animated tribute to a different community redeemable only by those community members that had completed a predetermined feat within that community (bought in early, resisted selling, etc). We called them Gems.
Users would connect their wallets to the microsite and "the mirror would peer into them" (read the metadata to confirm criteria and unlock redemption). A critical component of both successful redemptions and qualification rejections was the capture of email data and opt-ins for our upcoming product version launch.
The Microsite
We worked with our partner agencies, motion designers and internal engineering team to design and build the user flow for the Gems minting process. We dropped a total of 15 custom artworks and the ultimate result was a total acquisition of 40,000 users on our waitlist.
Precious Gems
Each Yat Gem was a custom 15-second, looping animation built around Yat's 3D emoji set and set to custom music provided by The Bassjackers. Each Gem contains easter eggs and references to connect with their communities.
Story Gems
Total supply of each Gem was calculated from expansive data taken from each community. We knew to create value, the criteria would have to be something a very small subset of the community could prove and the supply should be enough for an even smaller subset.
DIY Gems
We worked with 14 Islands to build a webGL webapp that enabled Yat staff to build their own Gems and generate fully animated, perfect 15 second looping mp4 files to mint into on-the-fly NFTs. "The Gemerator" could whip up Gems in minutes to respond to news headlines and other timely commentary.
See more Gemerator Gems
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