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How NFT brand Doodles broke into the real world at SXSW pop-up store

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By Awards Analyst, writer

December 6, 2022 | 4 min read

Deeplocal and Shopify won at The Drum Awards for Experience 2022 in the retail/in-store experiential brand activation category for shopDoodles. Here, we find out more about what went into this successful marriage of web3 commerce and the real world...

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How NFT brand Doodles broke into the real world at SXSW pop-up store

Wishing to cut through to the real world NFT brand Doodles courted SXSW attendees by offering the chance to purchase merchandise in an interactive environment underpinned by creative technology partner Deeplocal.

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The brief

Breaking out from virtual to actual environments Doodles, better known for its online pastel-hued universe, delighted SXSW attendees with a pop-up physical retail experience that married Shopify's point-of-sale technology with Doodles NFT tokens.

Capturing the wonder and magic of the Doodles world in physical form the store captured the distinctive aesthetics of the brand while making transactions as seamless as possible and making visitors feel special. External activity in the form of press and media attention was also a priority.

Hear what the winners had to say about their award-winning work above.

The idea

Intended to unite existing fans with NFT-newbies the Shopify and Doodles experience gave visitors a taste of the web3 future.

Designed and built by Deeplocal the store catered for both token and non-token holders alike, crafting custom experiences arranged around an animatronic Doodles spaceship. Activating for badge holders and customized greetings also served to enliven the experience for everyone else.

The results

Drawing over 6,000 visitors to the pop-up experience, of which more than 2,500 went on to purchase exclusive merch. Dubbed the first token-gated retail drop, is cited as a springboard for fostering 'brand love'.

News of the event traveled far and wide with the Wall Street Journal reporting in-depth on the installation, reaffirming Doodles as a pioneering brand in the web3 space.

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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