DearBOYfriend explores Web3 marketing path in new collaboration with Bored Ape Yacht Club
On the occasion of China’s “618” online shopping festival, the emerging fashion brand dearBOYfriend embarked on a series of Web3 explorations in partnership with Bored Ape Yacht Club.
On May 26, Chinese grooming brand dearBOYfriend announced on Weibo that it has stepped into Web3 by partnering with popular NFT (non-fungible token) IP Bored Ape Yacht Club #9279, ahead of China’s second-largest online shopping festival on June 18, known in China as “618.
The partnership follows the launch of Goodverse, a virtual space enabling an immersive 3D experience created to help companies expand their brand experience in the widely acclaimed Metaverse.
The brand officially signed with Bored Ape Yacht Club #9279 as its brand ambassador
The collaboration gives life to a gift box that includes a T-shirt featuring the iconic IP and two of the brand’s signature products: their Pilot Perfume and an oral refreshing spray.
Thanks to BAYC’s approach to copyright, which grants a Boring Ape’s owner the right to reproduce the original image and create derivative works, dearBOYfriend will be able to make the most out of one of the most expensive NFT collections to date. The original artwork #9279 has in fact been adapted into two new versions, a pilot Ape and a stylish Ape in a suit.
DearBOYfriend launched its own NFT “KINGBOY”
The brand has also unveiled its own NFT named “KINGBOY”, a digital character that is also open for users to recreate. KINGBOY, which embodies two different attributes of “ boy-like sincerity and king-like arrogance,” personifies the spirit of the brand.
At the same time, dearBOYfriend also launched a virtual space known as “KINGBOY SPACE”, a digital community created to bring the brand’s users together, with the NFT serving as a ticket into the advanced digital world.
Web3 leverages the capabilities afforded by decentralization
The brand’s efforts have highlighted the huge potential of Web3 in facilitating the innovation of marketing within the digital revolution. Building a digital ecosystem in which users have greater autonomy in engaging with brands enables a tighter relationship between brands and consumers, and will be critical to the transition into a decentralized era.
