HotBunnies Lifestyle Brand
Experiential Marketing & Web3 Bridge Strategy
OOH / Guerrilla Marketing
Paid Social (Web2 → Web3)
Luxury Positioning
Europe
2022
To architect a "Phygital" (Physical + Digital) luxury lifestyle brand, leveraging high-visibility real-world activations and performance marketing to bridge mainstream "Web2" consumers into a premium Web3 ecosystem.
Cross-Sector User Acquisition (The "Bridge" Strategy)
Unlike traditional projects that rely solely on niche crypto-native channels, we executed a "Blue Ocean" strategy targeting the "crypto-curious" luxury demographic. We deployed high-fidelity Instagram and Facebook ad campaigns aimed at US-based lifestyle audiences. This performance marketing engine achieved a CTR of 6.4% (significantly above industry average), successfully funneling 3,000+ pre-mint signups and converting traditional social media users into Discord community members.
High-Impact Guerrilla Activations (OOH)
To establish immediate brand legitimacy and "Blue Chip" perception, we orchestrated a high-visibility Out-Of-Home (OOH) campaign. This included digital billboard takeovers in Times Square and strategic visual placements near SpaceX HQ. These authority signals generated a 23% spike in community entries within 48 hours, effectively positioning the project as a premium status symbol rather than a speculative asset.
Token-Gated Experiential Utility
We structured the NFT utility to function as a "Golden Key" for real-world access, prioritizing tangible value over digital scarcity. By enforcing a meritocratic whitelist system based on community contribution rather than grinding, we built a massive 65,000-member community. The success of this "Lifestyle-First" approach was validated by a complete 5,000-unit sell-out and exceptional post-mint engagement, evidenced by a 50% physical attendance rate at the exclusive Miami holder event.
