Web3 to Me, Cheetle, Cool Collabs & Marketing White Spaces

We're all at a nearly nonstop pace to figure out ways to get a consumer's attention and with so many marketing channels, platforms and storytelling devices, there's no perfect solution. The key is to finding ways to stand out in such a busy and crowded world. That's what should have everyone's marketing wheels turning including how to create marketing mixes that can eventually integrate Web3 with what's happening offline.

Web3 to Me?

Whether it’s a lack of understanding of what the #metaverse really is or just the fact that FTX imploded tons of crypto dreams, the big thing that many people are still wondering right now is...

what does #web3 mean to me?

Brands need to understand that it’s not about their efforts to connect with consumers. It needs to be about how consumers can connect with brands through Web3 where content, community, and commerce work together. Make their lives easier, provide some unique & entertaining content, save them a couple bucks, and plenty more. It's gotta mean something to the consumer and if done right, brands can pull off effective scaled marketing on a 1:1 basis.

This week, we saw the major shoe brands dropping their Web3 layers that look sharp so far:

耐克 ?launched .SWOOSH as the new community experience for Nike's virtual creations while 阿迪达斯 Originals debuted its first collection of NFT digital wearables , a 16-piece limited edition collection dubbed “Virtual Gear.” Both of these at the surface level appear to be providing consumers environments where they can be part of a community with engaging content, leading to a smart commerce play.

Meanwhile, my interest is still piqued for the imminent launch of Starbucks Odyssey which was announced two months ago. You're talking about a brand that has continually elevated the in-store experience through digital #innovation so it'll be fun to see who they use the metaverse for lifestyle & lifecycle marketing. Though as my son came home excited with his 星巴克 Red Cup yesterday, we can't sell off all of our marketing hopes to virtual channels. As confident as I am for Web3 done right, plenty still has to be said for an IRL experience, even as simple as getting a Starbucks Red Cup annually :)

Cheetle in your kitchen... Dream Pops vending machines!

But does an IRL experience get better than being able to get your hands on some authentic Cheetle?(the iconic orange dust from Cheetos)? Maybe you're looking to dry brine with Cheetle for Thanksgiving or just want to keep it pantry-handy. 百事 's Frito-Lay is partnering with Amazon for this new kitchen gadget marking the brand’s entrance into the cooking innovation space.

And just hitting my feed as I was about to publish, David Greenfeld is looking for some input on where these excellent-looking Dream Pops vending machines should go. Share your thoughts and spread some love for an incredibly cool, growing brand!

Cool collabs!

• Polkadog x Otto + Charlie McAvoy : Some times the best marketing is a dog and his best friend - right? Amid the many clever brand collabs and celebrity endorsements out there right now, here's my vote for the best (and not just because I was part of the team that put it together :). Boston-based?Polkadog?partners with Otto & his dad, Charlie McAvoy from the Boston Bruins - but not just for any influencer deal. Otto now has his own dog treat Rocket Fuel which will drive new Polkadog sales... and Otto, Charlie & Polkadog will deliver some fun content along the way!

• Ferrero 's Nutella taps #tiktok -famous Grandmother Nonna Pia to become Nutella Nonna for the holidays

• The Chicago Bulls & Goose Island Beer Company announced the release of Bulls City 312 , a limited edition 312 Wheat Ale design inspired by the Bulls 22-23 City Edition Uniform.

If you haven't seen it...

• KFC is opening the ‘Colonel’s Arms ,’ its First-Ever London Pub

• Love the Champion Hoodie Swap from John A. Shumate : As The Originator and Innovator of the Hoodie, Champion is going to let you swap out your counterfit Hoodie from the bootlegger brands .

• The Detroit Pistons ' SHOP313 returns for a second season as an immersive platform developed to promote and support Detroit area small business owners and entrepreneurs.

White Spaces?

• #youthsports is still such an untapped market for brands as a The Aspen Institute reported that kids are playing 16.6 hours weekly now compared to a pre-pandemic 13.6 hours per week and anywhere beween 7.2 and 12.2 over the past two years.

• With more employees #rto , how can brand(s) rally around the dogs whose owners have to go back to the office ?

• Thanks for reading... and I promise the next issue will include something about sports team mascots (cool - Dennis Culp ?)