Melbourne L!VE: NFTs, a new way to collect first-party data

AdNews Melbourne L!VE panel with Corrine Barchanowicz, Brand and Experience Marketing Manager at Vicinity Centers

Deleting cookies sent almost every marketer into a frenzy? Could Web 3.0 technologies be the answer to first-party data harvesting?

On stage at AdNews Melbourne L!VE, Corrine Barchanowicz, Head of Marketing and Brand Experience at Vicinity Centres, said: “We worked with Fabric, our creative agency, for our Christmas campaign, but we started in September , which is really late for our industry because we didn’t know if our stores could reopen for Christmas or not.

“The Galleries, our Sydney-based property, is a shopping destination that has really suffered from the worst of the pandemic.

“We were actively trying to think of solutions that would create a safe space for people to feel comfortable coming back to the city.

“Creating a digital experience was something that we thought our customers might see as something new or unexpected in a mall.

“So, with our creative agency, we redesigned the concept of a Christmas tree using NFT items. The idea was to take advantage of the skills of the artists to be able to create this experience.

“At the same time, the NFT project was really about recognizing artists as creators who had also suffered greatly from the pandemic.

“We partnered with eight different artists and created an NFTree that was part of the Christmas tree experience.

“For us, we wanted to cultivate the community and we had a great experience doing that, because we let the NFT artists themselves take the lead – in the design of the experience and the art.

“As a result, we have seen very heavy traffic at this property. You know this is gonna sound bad but it’s promising in the context.

“We got traffic at less than 10% of pre-pandemic traffic, which we hadn’t seen in a while in the CBD market back then.

“So customers walked into the center, saw the art and novelty of an NFTree guided them to blockchain and buying NFTs.

“We were also able to capture customer data and integrate these people into our database, which was also important for us.

“Ultimately, we made sure everything was in place to get NFTs sold directly to artists. We had no interest in taking any of it – it was non-commercial in that regard.

“But as a result, we sold all the NFTs with a sellout of nearly $15,000.

“We learned the role of NFTs and how technology can support our goal of cultivating community and leaning on the experts who can help lead the way.

“And it really became a talking point in our industry, because initially telling people in the mall industry that we were doing NFTs, we got a lot of really funny faces.”

#L!VE Melbourne is powered by supporting partners LiSTNR, Amobee, Resolution Digital, Dentsu, Boomtown, Piano, MiQ and Smartmedia Technologies.

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