Some may not remember Tazos and how they swept the world in the 1990s. At that time, the children were asking their parents to buy bags of salty potato chips and corn chips. Young boys and girls from Latin America to Europe, Asia, Africa, Eastern Europe and the Middle East were involved in the tazo frenzy.
Unlike the collectible sports cards we often hear, Tazos is not only a collectible that will be stored and preserved for the rest of your life, but also at a competitive level, an item that children around the world have been playing with. It was unique in that it was. The game was very simple. All players had to do was hit one tazo against another or another stack and beat what he could turn over.
Tazos is an evolution of POG marketing that started as a playground game in Hawaii in the 1920s. according to To grunge.
“Games in the 1990s can be traced back to Hawaiian school teacher Blossom Garbiso. He wanted to introduce his students to the games he played as a kid.”
Firstwefeast.com I have written In 2016, it was Hawaiian beverage company Passion Orange Guava (POG) that made these flat plastic or cardboard collections stand out in the 1970s and around the world in the 1990s. Simpson Pogs are still available and can cost close to $ 2,400. according to To Etsy.
A trip to Tazos and its Latin America
Deputy I have written In 1994, Pedro Padierna, a Mexican marketing guru who worked for the chips and potato chips company Sabritas, explained how he came up with the idea of adopting the concept of POG and converting it to Tazos. Another story to do.
“I grew up collecting (soccer) soccer cards,” Padierna told Vice. “It was baseball in the US, but football in Mexico, which was part of the growth of all of us. These cards were usually in a bag of chips, so other collectibles may be successful as well. Imagine that it couldn’t be a big creative leap, but what was the problem? “
Padierna decides to brainstorm some ideas with her colleague Fabian de la Paz, who was inspired by a POG case study from Hawaii. POG was already back in marketing in the early 1990s with Canada Games launching its second epidemic. The company saw the opportunity to license them to other brands, and Padielna and Delapas took them home under a contract with Looney Tunes and brought POG into the field of global marketing as Tazos.
Evolution from physics to digital
Today, CEO and founder Fair Luis Calanza, who recently raised $ 3.9 million to launch the NFT Marketplace, sees a new opportunity to market to the Metaverse with irreplaceable tokens.
“POG and Tazos were big hits, but they are still remembered and collected by many people around the world today,” says Carranza. “The evolution of the physical and concrete world from games, work, conferences and marketing is moving towards digital and the Metaverse. Covid-19 has accelerated that evolution in the last 20 months.”
Fayre is a new marketplace with a brand dashboard, allowing brands to build and engage with the NFT fan community. Carranza and his team are consolidating one platform that brings together three marketing elements, while many others are talking about building the Metaverse.
Looking to the future
While many others are obsessed with the enthusiasm of NFTs from a certain angle, Carranza is looking to the future and is irreplaceable by offering a whole new experience to fans and potential customers. We are thinking about how various tokens can help lead the brand to the future. Fayre is building a mobile companion app that enables NFT engagement in retail stores and stadiums.
The Fair It hasn’t been considered yet for things like Coca-Cola and Pepsi-Cola-owned potato chips brands, but the founders gave an example of how it’s already starting to happen in the fast food industry.
“For example, McDonald’s received more than 100,000 retweets from McDonald’s posts in November. Burger King has partnered with Nintengo to reward games with children’s meals,” Karanza said. I am saying. “But we need to take this a step further by providing NFT collectibles that consumers can use in their games.”
The Global Data Consumer Survey for the first quarter of 2021 supports Carranza’s theory. More than 28% of Gen Z consumers say brands want to develop popular entertainment such as games to distract.
In early August of this year, Louis Vuitton released a game app called “Louis: The Game” to commemorate the 200th anniversary of its founder, Louis Vuitton. This game simulates the mascot Vivienne’s journey to Paris. (The plot is based on the life of Louis Vuitton). There are 30 free NFTs as rewards for players to collect throughout the adventure.
Just a few days later, Burberry also released Burberry NFT at the Blancos Block Party Game Space. This allows you to create, design, buy / sell, and collect NFT characters.
A month ago, Dolce & Gabbana unveiled a high-end collection aimed at traditional audiences who are so active fans that they want to own a digital representation of their design.
Engage through emotions
Through gamification, brands attract users by creating unique emotions from the creative experience, artistry and uniqueness of luxury fashion products in a digital environment.
Different approaches to NFT and gamification in the luxury fashion industry
The brand demonstrates that NFT and gamification approaches and applications are diverse and customizable, allowing them to achieve a variety of strategic goals.
For example, Louis Vuitton has devised a unique app with a fascinating story and a protagonist. This rewards customers who want to take pride in their journey. In-game NFTs are primarily for collection, not for sale.
For Dolce & Gabbana, the target audience for the first NFT project is an existing loyal customer.
In the case of Burberry, we entered the market by designing, pricing and selling Burberry NFTs on our existing trading platform.
Will digital fashion go further with NFTs and gamification?
Gamification gives players the feeling of being “immersed” in the world of luxury fashion. It also makes it easier for brands to convey and maintain their messages and images. NFTs, on the other hand, create their own digital products that are as valuable as limited edition luxury fashion products.
The constant release of NFT and gamification-related products by fashion brands reflects the changing fashion industry towards games and apps that interact directly with consumers.
Fashionable brands know that building ties with their customers is what they have to do to gain loyalty. Fostering and growing relationships through gamification and NFTs is a potential solution to emotional uplifting.
Indispensable marketing tool
“NFTs will eventually emerge as an essential marketing channel,” wrote Anjali Kapoor on LinkedIn. article Given the right Metaverse: A paradigm shift in marketing. She is an international media and technology leader and web3 and decentralized marketing chief. Kapoor wisely points out that cryptographic architectures do not replace strategic media channel marketing campaigns, but help strengthen them.
“If you’re an investor in a customer-centric business, or an executive responsible for the growth of your consumer brand, you can’t ignore the crypto culture demographics that will shape the future of digital asset consumption,” she adds.
Users and advertisers are increasingly adopting the Metaverse. Given the time people spend in virtual space and how it blurs the line between the physical and virtual worlds, NFTs in combination with the Metaverse have the next big tazo-like success. I agree that it is a place.
According to Hootsuite’s Q4 2021 Global Report, there are 5.29 billion unique mobile phone users worldwide. That is 67% of the population. More than 4.8 billion people, or 61.8% of the world’s population, use the Internet. Another statistic that marketers should know is that 44.8% are searching for brands on social media.
Some statistics and numbers
In the UK, people spend an average of 6.4 hours a day on the internet, Uswitch clearly.. Statista has released the United States Research It shows that 46% of people spent up to 6 hours, 11%, 7 hours, 22% and up to 4 hours. In China according to For SMP’s Jane Zang, mobile users spend more than 6 hours a day online.
Given the rise of NFTs and the global advance of the Metaverse, given mobile phone statistics around the world, probably thanks to Mark Zuckerberg’s rebranding of Facebook to Meta, McDonald’s, Burger King, Campbell’s, Nike. It is no wonder that major brands such as these are diving. We are already entering this new field of digital marketing.
Go one step ahead
Fayre enables NFTs and Metaverse all in one place with a unique model that allows brands, fans and creators to subscribe to membership with very low transaction costs and easy access to dashboards. This will further advance the evolution. Other than that, it’s complicated, and sometimes it’s a very abstract world of technology.
November 19, 2021 Report, Grayscale estimation:
“Metaverse will be a $ 1 trillion revenue opportunity for advertising, social commerce, digital events, hardware and developer / creator monetization overall.”
It’s still inferior when compared to today’s $ 14 trillion market for Web2, but because of the rapid evolution of the world, Web3 is a market opportunity that no one can underestimate because of the high risk of confusion. Luis Calanza concludes.
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