9dcc is a crypto-native luxury house that launched its first product, ITERATION-01, earlier this year.
ITERATION-01 is, in the crudest terms, a t-shirt. However, that t-shirt contains a chip that can be scanned by a phone to claim a companion NFT.
That chip can also be scanned by other people to claim a POAP (proof of attendance protocol NFT). Each t-shirt comes with 200 POAPs, and the t-shirt owner can distribute those POAPs to whoever they like.
Why is this so revolutionary?
This kind of technology enables community activation in a way that wasn’t possible before.
- Referral system on steroids: Firstly, it empowers the 9dcc community to distribute POAP NFTs to their friends and family. Those POAPs can then be used to access the larger 9dcc community. If you incentivize holders to give out POAPs, or give freebies to people who receive POAPs, you’ve got yourself a level 99 referral system.
- Community games and events: At Art Basel on November 29, 9dcc holders will be able to give out limited edition POAPs (by getting others to scan their t-shirts). The individuals who collect the most unique POAPs and distribute the most POAPs at the end of the event will win an ITERATION-01 NFT.
It’s easy to imagine this kind of community activation being used by established brands at IRL events. Imagine a Marvel-themed POAP competition at Comicon, where limited edition Iron Man masks containing NFTs can be scanned to create Comicon POAPs.
It’s a beautiful example of how NFTs can be used to elevate brand engagement and customer/community experiences.