Lacoste Unveils New Web3 Loyalty Program with Launch of UNDW3 Card and Token-Gated Community
French luxury brand Lacoste is taking its Web3 loyalty program to new heights with the introduction of the UNDW3 card, offering exclusive rewards and access to a token-gated community for its loyal holders.
After a year of venturing into the world of Web3, Lacoste has announced the evolution of its program with the introduction of the UNDW3 card and a token-gated community for its loyal holders.
What is Lacoste’s UNDW3?
Described as a “groundbreaking personalised experience program that embraces blockchain technology to reward builders and creators”, the new UNDW3 card is a dynamic NFT or digital asset.
It grants holders exclusive access to Lacoste’s Web3 experience platform while also symbolising their participation in the brand’s experiential programing.
Through the card, holders can accumulate exclusive rewards that enhance the intrinsic value of the asset.
Crocodiles,— Lacoste UNDW3 (@undw3_lacoste) June 28, 2023
The UNDW3 Card represents a new chapter in our project - a unique opportunity for brand builders and entrepreneurs to shape the future of the Lacoste brand while unlocking a whole new level of utility.
Let's dive in. 🧵 pic.twitter.com/FV7YDcoA4U
How does UNDW3 work?
Lacoste’s UNDW3 holders can now access the dedicated web platform UNDW.lacoste.com by connecting their digital wallets.
Once there, they can engage in creative contents, interactive games, and weekly mixed reality quests that delve into the brand’s history and storytelling.
Additionally, fashion design challenges will be conducted in collaboration with Lacoste’s physical creative studio team, utilising 3D and artificial intelligence-based tools.
The community members who are more active, creative, and efficient will earn more points, which will be displayed on a leaderboard on site.
Prizes will be awarded to those with the highest scores, with the top winner receiving a week-long immersion in Paris, including visits to the Lacoste factory and a shopping session at the brand’s flagship boutique.
The second-place winner will have the opportunity to represent the Lacoste community through a social media campaign.
Apart from these rewards, the ranking system also adds rarity to the tokens, automatically recorded on the blockchain, leading to an increase in the monetary value of the assets.
Furthermore, Lacoste UNDW3 holders will enjoy other benefits, including the chance to purchase limited edition merchandise from Lacoste and future partner projects, as well as access to physical events like Roland Garros.
The UNDW3 Card Experience will unfold according to the following milestones: 📅— Lacoste UNDW3 (@undw3_lacoste) June 28, 2023
Today: The Mission website opening
June 29th: Season 1, Chapter 1
July: Following chapters and activities
End of July: Your activity and points in the Mission are now directly linked on blockchain
How is this significant in Web3?
Lacoste’s innovative approach to its Web3 loyalty program sets it apart from other brands in the space.
The emphasis on community, co-creation, and co-ownership adds significant value to the program.
Similar successful Web3 loyalty programs, such as adidas’ ALTS, Hennessy’s H3NSY, and KIKI World Web3 beauty brand, offer exclusive product access and events to their participants.
However, Lacoste’s participatory rewards system goes beyond that, allowing its community to be actively involved in the brand’s creative process.
Unlike luxury brands that conduct their Web3 activities in silos, Lacoste proudly promotes and highlights its Web3 endeavours on its main website and social channels, of which, interactions on Lacoste’s year-old Discord channel have surpassed four million, surpassing the level of engagement on its Instagram.
This demonstrates the brand’s confidence and commitment to its Web3 program, following in the footsteps of Louis Vuitton, which recently launched its Web3 VIA program with Treasure Trunk tokens.