Lacoste’s Epic Mission to a Gamified & Community-Focused Loyalty with Evolving NFTs
Fashion meets tech: How Lacoste is redefining the loyalty program with dynamic NFTs
Image Source: Lacoste
In brief:
UNDW3 NFT program introduces co-creation, co-ownership, and rewards for community members
Inside look at the unique features and utilities of UNDW3 NFT
Lacoste’s virtual store with a twist
The French apparel brand Lacoste is a total fashion powerhouse. Giving us everything from stylish clothing and footwear to fabulous perfumes, watches, and bags. And do we need to mention their legendary polo shirts? They’re just top-notch! When it comes to reputable clothing companies, Lacoste reigns supreme, earning their stripes with impeccable fashion sense. They're like the trendsetters of the fashion world - always ahead of the curve.
And as their first step in staying on top of the trends, Lacoste made its first appearance in the web3 space in June 2022 revealing its NFT project UNDW3, abbreviated for underwater. The name shows its resemblance to the brand’s mission. The underwater focus is on creating new experiences in Web3.
The mission of Lacoste is to bring a new interactive, adventurous, and engaging experience to the community. Members can unlock these exclusive UNDW3 benefits through a UNDW3 card. But here’s the magic - the more active you are, the more your UNDW3 card evolves and amplifies its powers.
In a bold move toward the future, Lacoste dipped its toes into the web3 waters back in 2022. Once you own an NFT, you’ll get a ticket to the Lacoste DAO, where community members become a part of the Lacoste underwater creation and will access the brand’s products. As per their official tweet, the project is a continuation of Lacoste's mission to connect cultures and liberate movement while co-creating meaningful projects alongside their cherished community.
First NFT Drop
Lacoste released its first NFT collectibles as part of the collection underwater. The NFT collection serves as a genesis pass for holders. There were about 11,212 digital pieces showcasing crocodiles emerging from the water and playing on Lacoste’s logo.
Unlike other NFT collection ranges, Lacoste set the range to 11,212, which resembled its iconic polo shirt L1212. The starting price was 0.08 ETH (about $95 at that time), and all of these passes sold out in almost 8h to 8K+ holders. The first drop beat all the records by generating over $1.7 million in trading volume. Here's the real kicker – they pulled off this wild success during a bear market!
Emerging Drop Process
The brand shaped the artistic direction and attributes of the Emerge collection by on-chain votes. And only Genesis pass holders participated in this poll. The period of this entire process lasted from July to September 2022. Lacoste airdropped 11,212 ‘The Emerge’ in September to holders to introduce their virtual identities.
Under “The Emerge”, the holders received one PFP against each genesis pass NFT they held in their wallet. Again, setting new records as the brand gathered 6750 owners (60% unique owners) through this second round of UNDW3.
Lacoste Loyalty Program
Lacoste UNDW3 project made the perfect example of brand engagement. Its 11,212 Genesis pass NFTs act as a dynamic gateway to the new UNDW3 environment. So, what does this mean for you as a holder of these NFTs?
It’s your ticket to a UNDW3 dashboard filled with all sorts of fun Lacoste-themed activities.
Moreover, when participants embark on ‘The Mission’ and earn points for engaging with the brand, these points will be added to a real-time leaderboard. For brand engagement, “The Mission” includes AMA sessions, quests, Discord participation, online games, and riddles. The participants who score the highest will be rewarded with some fantastic prizes!
The leaderboard lets NFT holders unveil a wide range of perks and rewards. Lacoste’s web3 benefits also include exclusive experiences of UNDW3 wardrobe, IRL tennis events, prestigious Club Lacoste, and many more for those who take active participation in digital or off-chain events like quests, online games, and riddles.
They’ve introduced a points system that you can easily claim through the UNDW3 dashboard. These points reflect how long you’ve been a loyal member of the community and the number of NFTs you own, meaning the more involved you are, the more points and recognition you’ll get.
And here’s the cherry on top: Your NFT’s image will upgrade as you climb up the leaderboard. So, the higher you go, the cooler your dynamic NFT becomes!
(dynamic NFT grows, changes, and evolves – based on your progress. Learn more about it on this thread: https://twitter.com/beyondClub_xyz/status/1676549057421152258)
Lacoste is taking brand engagement to the next level by organizing weekly raffles, offering you the chance to win NFTs and even some of their top-notch brand merchandise. It's like boarding on a thrilling adventure with amazing prizes waiting for you every single week. So, make sure to hold on tight to those NFTs and get ready for an incredible journey filled with surprises and bonuses!
Buckle up and dive into the captivating world of Lacoste Web3 fashion because the first session will run from June 26 to December 31, 2023, packed with incredible prizes for the top 200 participants.
Lacoste is also going all out and offering a VIP trip for two to Paris as the first-place prize, complete with an exclusive tour of Lacoste facilities and their fascinating factory.
Lacoste’s Newest Virtual Store
Image Source: Lacoste
Just as recently - Lacoste has launched a virtual store that has exclusive perks for Ethereum NFT holders providing an immersive shopping experience. And this can be accessed through their e-commerce platform. Lacoste’s summer apparel collection is available to purchase and to get shoppers into the shopping mood, visitors can participate in a crocodile-themed scavenger hunt game.
Holders of Lacoste's UNDW3 tokens on Ethereum gain access to an exclusive underwater VIP space. You can unlock this space through an email login or by connecting your digital wallet containing the token.
Inside the VIP area, you'll find an exquisite UNDW3 apparel collection co-created by Lacoste's UNDW3 community members in March. Each physical garment comes with its digital twin as an NFT and a fascinating augmented reality (AR) feature activated by scanning a QR code.
The scavenger hunt game offers the chance to win prizes every week during the summer-long activation.
With the rapid digitization of the fashion industry, established fashion brands find themselves at a crucial juncture. To stay competitive, they must continuously push the boundaries of innovation. Lacoste has been trendsetters and trendspotters when it comes to exploring digital opportunities, and their latest collection is a perfect example of how they’re taking iconic brand imagery to the next level in the NFT space.
By enrolling customers in loyalty programs, gaming experiences, and co-creation initiatives, they’re creating an all-encompassing experience that goes beyond the traditional boundaries of a fashion brand.
In Lacoste’s case - it’s like they’ve tapped into the pulse of their audience, recognizing that it’s not just about stylish clothing but also about fostering a genuine sense of connection and engagement. Through these innovative initiatives, Lacoste is building a loyal Web3 community of users who feel appreciated and rewarded for their support.
Interested in having UNDW3 NFT for FREE? Join beyondClub’s giveaway: https://twitter.com/beyondClub_xyz/status/1684769347456376832
