--- title: "Web3 Viral Marketing Campaigns: Strategies That Work" url: "https://www.unknowngravity.com/en/articulos/campanas-de-marketing-en-web3" site: Unknown Gravity published: "2024-10-01T11:14:17+00:00" modified: "2026-10-15T21:37:52+00:00" language: en description: How major brands run Web3 campaigns with NFTs and the metaverse. See what worked, what did not and which formats are worth testing. section: "Home > Blog > Web3 Viral Marketing Campaigns: Strategies That Work" --- # Web3 Viral Marketing Campaigns: Strategies That Work In the Web3 field, the rules of digital marketing have changed. Blockchain technologies, cryptocurrencies and NFTs are transforming not only how brands interact with their audiences, but also the marketing structure itself, now much more decentralized and focused on the community. Viral campaigns in this new ecosystem are not based solely on traditional advertising, but on the creation of unique digital experiences, product exclusivity and active user collaboration. This article explores how these dynamics are being used in Web3 marketing campaigns, focusing on successful examples both in the Spanish community and internationally. We will analyze how the **Thyssen-Bornemisza National Museum**, together with the platform **Olyverse**, has brought art to the metaverse through the use of NFTs. Another example will be **NWC10 Lab**, which has built a community that promotes innovation in blockchain technology in Spain. In addition, we will compare these strategies with those of international brands that have also capitalized on the viral potential of Web3. ‍ ## **The Thyssen-Bornemisza National Museum and Olyverse: Art in the Metaverse and NFTs** An example of the integration of traditional art and blockchain technology is the collaboration between the **Thyssen-Bornemisza National Museum** and **Olyverse**, a platform that brings art lovers and celebrities together in the metaverse through immersive experiences. Announced in Madrid in 2023, this alliance brings art and its presentation into the digital world. The core of this campaign lies in the transformation of one of the museum's works, “**Les Vessenots en Auvers**” by Van Gogh, into an **exclusive NFT**. A limited number of collectors have the opportunity to purchase and own a certified digital version of the work, secured by blockchain to guarantee its authenticity and unique ownership. This strategy not only creates an exclusive and limited product, but it also leads users to an immersive experience in the metaverse. The main hook of the campaign was the combination of Van Gogh's work and blockchain technology. The possibility for visitors not only to enjoy the physical exhibition, but also to explore the work in an immersive digital environment, generates a unique synergy between the physical and the virtual. In addition, the backing of the Thyssen-Bornemisza Museum gives the project credibility. This collaboration teaches that traditional art can adapt to the Web3 world without losing its essence. The key is to offer something unique and limited, while introducing users to new ways of experiencing and owning art. In addition, collaboration with technology companies and the creation of an attractive product for collectors contribute to success. The campaign combines three key elements: 1. **Exclusivity**: The NFTs of the work “Les Vessenots en Auvers” are not only an investment in art, but also direct access to personalized experiences in the metaverse. 2. **Gamification and immersive experience**: The integration of the work into the metaverse allows users to have a different artistic experience, where they can interact with the work in ways that would not be possible in a traditional gallery. 3. **Institutional support**: The participation of a prestigious museum such as Thyssen-Bornemisza gives legitimacy and weight to the campaign, making it easier for art collectors and NFT enthusiasts to adopt it. In addition, collaboration with an established platform such as Olyverse supports the technical execution. ‍ ## **NWC10Lab: Building Community and Fostering Entrepreneurship** **Innovation and support for the Web3 ecosystem** NWC10Lab is a technological innovation laboratory based in Madrid that works in the Web3 ecosystem in Spain. Its activity has been built around a community of developers, entrepreneurs and blockchain enthusiasts. One of its campaigns was the launch of its talent incubation program, designed to support the development of blockchain startups. - **In-person and digital events:** NWC10Lab has combined face-to-face events, such as hackathons and conferences, with digital campaigns that have generated a high level of interaction on social networks. This has allowed their community to grow organically and their initiatives to be widely disseminated. - **Incubation program:** The program has been key to attracting local and international talent, providing entrepreneurs with the necessary tools and support to develop blockchain projects. The virality of the campaign was generated through the participation of influential figures and the support of recognized institutions. - **Community development:** Unlike other projects that focus only on technological development, NWC10Lab has placed a strong emphasis on community creation. This has generated a sense of belonging among its members, which has promoted the organic promotion of their activities and has created a solid network of collaborators. The NWC10Lab approach highlights the importance of combining online and offline strategies to generate virality in the Web3 ecosystem. Creating a sense of belonging and mutual support within a community is a powerful tool for any viral marketing campaign, especially in an environment as collaborative as this one. ‍ ## Cross-cutting strategies for successful Web3 marketing Based on the analysis of the campaigns of the **Thyssen-Bornemisza National Museum** and **NWC10Lab**, several lessons emerge that apply to future marketing campaigns in the Web3 ecosystem. Below, we highlight three cross-cutting strategies that have been key: 1. **Exclusivity and scarcity** 2. Creating limited and exclusive products is a strategy that works effectively in the Web3 world. The example of the Thyssen Museum's NFT demonstrates how the scarcity of a digital asset (in this case, the work “Les Vessenots en Auvers”) can attract collectors and generate viral interest. By offering a limited number of units of the NFT, the campaign not only creates a sought-after investment product but also introduces an element of rarity that enhances attractiveness and demand. 3. In the case of NWC10Lab, although exclusivity is not the central axis, the incubation program encourages competition between startups, which adds value to participation and generates a sense of exclusivity among those who manage to enter the program. 4. **Community and collaboration** 5. Community strength is a fundamental pillar for any Web3 campaign. Both “companies” have been able to mobilize their respective communities. In the case of the museum, the collaboration between traditional art and blockchain technology attracted new audiences, from art collectors to NFT and metaverse enthusiasts. 6. On the other hand, NWC10Lab has created a strong community through face-to-face and digital events, supporting networking and collaboration between developers and entrepreneurs. This approach reinforces the sense of belonging and loyalty, key elements in getting users to promote the campaign in an organic way. 7. **Technological innovation and immersive experience** 8. The Thyssen-Bornemisza Museum's use of the metaverse and the NWC10Lab incubator both integrate technological innovation. The museum sought to immerse users in a digital environment to experience Van Gogh's work in the metaverse, offering an interactive dimension that increases the value of the campaign. 9. NWC10Lab, on the other hand, supports blockchain technology startups, promoting projects that could redefine the future of digital assets. In both cases, innovation is not just a hook, but a way of educating the public and offering them new experiences that generate sustained interest. ‍ ## International examples: companies that have implemented Web3 ### **Nike and its commitment to NFTs** In 2021, Nike acquired **RTFKT Studios**, a company specialized in creating sneakers and digital art in NFT format. This led to the release of the **“CryptoKicks”** collection, a set of exclusive virtual sneakers that users could customize and use in virtual worlds or sell in secondary markets. ### **Adidas and its collaboration with Bored Ape Yacht Club** In December 2021, **Adidas** launched its **“Into the Metaverse”** collection, in collaboration with the NFT community **Bored Ape Yacht Club**. The collection consisted of NFTs that offered exclusive benefits to owners, such as access to limited-edition physical products and events in the metaverse. This strategy integrated digital exclusivity with the physical world within the fashion industry. ### **Taco Bell: NFTs with a social cause** In March 2021, **Taco Bell** released a limited series of **NFTs** of digital images inspired by its products, such as tacos and burritos. The NFTs sold on the Rarible platform, with low starting prices that rose in the secondary market. The distinctive thing about this campaign was that Taco Bell allocated sales profits to its **Foundation for Educational Scholarships**, a move that generated attention and associated the brand with a social cause in the Web3 space. ### **Coca-Cola and its collectible NFTs** In July 2021, **Coca-Cola** launched its first collection of **NFTs** in commemoration of the International Day of Friendship. The NFTs included a digital surprise box containing interactive elements and apparel for use in the metaverse. The proceeds of the auction were donated to **Special Olympics International**, an organization Coca-Cola has worked with for years. This campaign was a clear example of how global brands can use NFTs not only to increase their presence in the Web3 space, but also to support philanthropic causes. ## 1. Community before campaigns In web3 the community is the distribution channel. Before spending a euro on ads, the product needs a place where early users talk, get answers and see progress: a Discord or Telegram with real moderation, a public roadmap and founders who show up. Campaigns amplify a community; they do not create one. ## 2. The channels that actually convert **X (Twitter)** remains the town square: threads that explain, not announce; builders and partners who repost; spaces for launches. **Discord/Telegram** for retention and support. **Content and SEO** for the long tail — the questions people ask before they trust a protocol. **KOLs and partners** only with disclosed compensation and measurable deliverables; undisclosed paid promotion is exactly what regulators are chasing. **Paid ads** last: the major platforms restrict crypto advertising and require certification, and the cost per acquisition only makes sense once the funnel converts. ## 3. Token and NFT mechanics, used honestly Airdrops, quests, [NFT](/en/glosario/nft-token-no-fungible) passes and referral tokens are powerful when they reward real use and toxic when they reward extraction: a campaign that attracts wallets that leave the next day inflates every metric and buys nothing. Design the incentive around the behavior you want to keep, cap what can be farmed, and measure retained users, not sign-ups. Governance through a [DAO](/en/glosario/dao-organizacion-autonoma-descentralizada) is a marketing asset only if decisions are real. ## 4. What you are allowed to say Marketing a crypto-asset in the EU is regulated: MiCA requires marketing communications to be fair, clear and consistent with the whitepaper, and in Spain the CNMV's Circular 1/2022, which required prior notice and risk warnings for mass campaigns, stopped applying on December 28, 2024: the MiCA rules now govern (Article 7 for whoever offers the crypto-asset and Article 66(2) for service providers). We summarize them in [crypto advertising rules in Spain](/en/articulos/crypto-advertising-rules-spain). A campaign designed without this filter is a campaign that gets withdrawn. ## 5. Measure what matters On-chain data makes web3 marketing measurable in ways web2 never was: retained wallets, transactions per user, holding time, cohort behavior after an incentive ends. Define those metrics before launching, and judge every channel by them — not by impressions or followers. ## Conclusions Viral marketing strategies in Web3 are constantly evolving and their success lies in taking advantage of the exclusivity, innovation and community that these technologies facilitate. In the Spanish context, we have seen cases such as the Thyssen-Bornemisza National Museum and NWC10Lab; internationally, with brands such as Nike or Coca-Cola, the key has been to offer unique and valuable experiences. As the Web3 ecosystem matures, campaigns that prioritize user education and the integration of immersive technologies will have a competitive advantage in the race to capture the attention and loyalty of global audiences. ‍