Playboy is a well-known brand that has been around for over 60 years. In recent years, they have been exploring new ways to engage with their audience and stay relevant in an increasingly digital world. One of their latest ventures is Playboy Rabbitars Official NFT Collection (Rabbitars), a series of non-fungible tokens (NFTs) featuring the iconic Playboy bunny.
Playboy's Rabbitars can be used to access exclusive content related to the NFT collection. Hodlers can access a range of exclusive features, including early access to new NFT drops, limited edition merchandise, and virtual events.
Challenge:
To make Rabbitar NFT more exclusive and valuable, Playboy decided to implement tokengating. Token gating involves restricting access to certain content or features based on whether a user truly holds a specific token. Societe de Lapines, aka Playboy’s web3 team, shares in one of their letters:
“Utility in the truest sense of the word. The Rabbitpack and Patch Bundle enables you to customize your backpack with as many or as few patches as you like, in whatever configuration suits your style. That means that your Rabbitpack will be one-of-a-kind, just like your Rabbitar.”
- Societe de Lapines
They came up with the Rabbitpack, a stylish and functional backpack that can be customized with patches to create a unique look, but how does one deliver on these promises?
Solution:
Playboy decided to run a giveaway campaign to promote the Rabbitpack and incentivize Rabbitar NFT holders to keep them. However, they wanted to make the giveaway exclusive to RabbitarNFT holders, so they implemented token gating using PERCS NFT Gating.
PERCS NFT Gating is a SaaS plug-in that allows brands to create exclusive content and experiences for users that hold specific NFTs synced with their existing technology stack. Playboy’s Rabbitar NFT ownership and validation were used to access the Rabbitpack and patch bundle giveaway.
Furthermore, the Patch Bundle allowed users to customize their Rabbitpack with various patches in different configurations, creating a one-of-a-kind look that reflected their personal style. The Rabbitpack itself was designed for functionality, featuring multiple compartments and pockets for storing and organizing belongings.
Feedback:
The giveaway campaign was a success, with many Rabbitar NFT holders purchasing and trading the NFTs to participate. The PERCS NFT Gating platform ensured that only those who held the token could enter the giveaway, making it an exclusive experience for Rabbitar NFT hodlers.
By offering a practical and stylish product like the Rabbitpack, Playboy was able to appeal to Rabbitars holders in a new way. The customization options provided by the Patch Bundle gave users a way to express their individuality and stand out from the crowd.
The implementation of token gating has had several positive effects for Playboy and Rabbitars. Firstly, it has increased the perceived value of the NFTs, as they are now seen as more exclusive and valuable. This has helped to increase demand for Rabbitars, leading to higher sales and revenue for Playboy.
Secondly, token gating has helped to build a community of dedicated fans and collectors around Rabbitars. Playboy has incentivized users to hold and use the Rabbitar Token by giving exclusive access to certain features and events. This has created a sense of exclusivity and camaraderie among RabbitarNFT holders, helping to build a loyal fan base.
In conclusion, the Rabbitpack and Patch Bundle giveaway campaign was a successful use of tokengating by Playboy. By creating an exclusive experience for Rabbitar holders, they were able to promote a new product and build loyalty among their fan base. This campaign demonstrates the true utility of NFTs in the sense that they can be used to unlock real-world products and experiences, adding value beyond just their digital form.
