hey everyone in today's video we're going to be studying the go-to market strategy that tomorrowland the festival company that we all know about deployed to successfully launch two nft collections and more specifically we're going to be studying how exactly does tumor land plan on using nfc technology as part of their business model what are the two strategies that they use to advertise their nft collection and finally i'm going to be sharing my personal opinion how i think they could have maybe tweaked their launch a little bit to achieve a little bit more success than they have and i'm going to be telling you why right away now before we get into the video if this is the first time we meet guys my name is leon i am the founder of unfungible. xyz an nft strategic consulting and marketing agency aimed at helping nft projects successfully market their collection so if at any point you find yourself needing additional help other than the resources provided in those videos then feel free to get in touch with myself and my team by booking a call with us by clicking on the link in the description of this of this video and you'll be able to get a free 30-minute consultation with myself so you can learn how we can basically help you how we can help your project and how you can get involved with us and last thing something that needs to be mentioned i'm a dj 90 of my day but the other 10 i try to be a human so if you want to see a bit of my human side then feel free to check out my social medias you can check out my twitter at hey this is leon and my instagram at leon abood so you can see a bit of the human side behind leon and not just the degenerate guy that's analyzing nft projects so right now i'm on tomorrowland's website and i was actually really excited when i saw this project up on the magic eating launch pad this is refreshing to see big companies big brands out there like tomorrowland today as the day i filmed this video we had nine gag launch their own nfc collection called the potatoes so seeing all those big brands coming into the nft market in the same week was honestly really was really a bullish signal for myself because it is those types of brands those big brands with this big companies that really add credibility to the nft space it also attracts new blood fresh blood which therefore increases the side the size of the community so honestly i foresee in the future to see a lot more companies big brands entering the nft space and really trying to apply nfc technology into their business model and really tomorrowland was a perfect case study because i do think they did an incredible job at their with their go-to market strategy how they were able to pull it off how they were able to practically have a pretty successful mint on their two collections and be able to do that without fundamentally changing their original business model which as we all know is organizing festivals we're currently on tomorrowland's nft website nft. tomorrowland.
com and if we scroll down we can see that they plan to have a total of three nft collections so the first drop called a letter from the universe happened in winter 2022 so this minted in march 2022 on the ftx this is nft launch pad we're going to be diving in that in a second the second collection which is currently minting is called the reflection of love and this one started minting on july 15th and they do plan to have a third collection which is to be announced around winter 2022 now before we get into the specifics tomorrowland's nft page has 12. 7 k followers on twitter and they have about 12 000 members on discord now the discord members are mixed between people that are joining the discord for updated information about the festival and i would assume a small part of it maybe 20 to 30 percent is for the nft specific people and you can know that because when you join the server the first thing you're greeted with is this welcome message which asks you what are you most interested in is it the nft is the festival or is it both so if i clicked only on nfts it's only going to give me access to nft specific channels with the nft announcement nfc social media and nft general one area where tomorrowland did an absolutely incredible job was that they already checked the number one element of a successful nft project which is having a really strong storytelling element and that's something that tomorrowland did very well in their whole business model the festival the entertainment shows everything they don't only offer festivals to more land offer and escape from reality and this is really how they brand themselves part of tomorrowland's branding is that they're trying to make you travel towards an alternate reality somewhere better and just from the title of the nft collections a letter from the universe the first name of the first collection the second collection called a reflection of love and if you can see as part of the roadmap the whole goal of those three collections is that you have to assemble the medallion so the medallion of memorial they call it tomorrowland's ultimate collection combine one nft from each collection to assemble your own medallion of memoria the ultimate tomorrowland fan experience that lasts forever holders will have to choose to either hold their medallion and enjoy endless utility or burn it in exchange for a full madness pass for tomorrowland's belgium the next year you see what i mean so they really embedded really strong storytelling and we can see this in a lot of really powerful projects especially projects that are currently selling in the nft space what is performing right now as we speak in the nft space we are not in a utility meta we're not in a utility market people don't care about utility we're currently in a community market people are buying into collections because of the sense of utility it gives them the sense of exclusivity or the sense of perceived value so if you think about it what are the current collections that are popping out there we have collections like goblin town what did goblin town offer than the creation of one of the strongest communities that i've ever seen as well as the idea of storytelling and mystery surrounded their brand you know there were so many riddles as part of goblin towns as nfc a business model so tomorrowland definitely check the first area which is storytelling at the center of your brand now if we go to the first collection a letter from the universe and we can see that this collection was minted exclusively on ftx's nft launchpad and we can see that they have a total of 2132 nfts with the current floor price of 5. 60 solana and they had a total volume of 360 000 and the second collection the reflection of love was minted on magic eden's launchpad so as we speak right now tomorrowland is still minting on magic eden's launchpad and they're honestly struggling a little bit to sell out because as we speak they have a mint price of three solana and if we go to the actual collection we can see that the floor price is at 2.
79 which is a little bit below the mint price so that means that the mint has stopped and people are buying things on secondary they still managed to sell about four thousand so they've already outperformed and i'm going to be showing you exactly how they were able to market the second collection better than the first one but still they're still struggling to mint out and they could always cut the supply right now and call it a sellout but no but tomorrowland the big festival company not being able to completely sell out the 6 000 collection it does show that there are things we can learn from their success as well as from their failure so right now we are on tomorrowland's first tweet which happened on march 10th and was and started and they started by advertising the first collection which is a letter from the universe the first tweet has 600 likes almost 200 retweets and 40 comments now what i really do want to show you is how they were able to implement nft technology within their business model so they created something for the first collection called the quest and this is what it basically looks like there are a thousand five hundred nfts that were reserved for tomorrowland's winter festival so if we go here this is how they pulled it off so at the winter festival in belgium you would go to the fts ftx base camp and use your tomorrowland bracelet to extract a message from the book the second step is to hit the slopes of the hills and find the three lost books scattered across the up dues the third step would be to return to the ftx base camp and finish the quest by scanning the first book again and finally you would claim the very first official tomorrowland nft and then when you did receive your nfc the first 125 people of the day would have access to an exclusive venue at tomorrowland only for nft holders and this is what it looks like you can see this is the ftx basecamp and you can see this was the first book all you have to do is just scan your bracelet inside of that and initiate this quest then you'd have to find the two other lost hidden books on the slopes and you just have to scan your bracelet on them and what that does basically is that there's it probably magnify magnetizes your bracelet every time you scan it and you would go back to the base camp and they could see that you've scanned you you've scanned the other two books so let's watch this video that summarizes the quest [Music] beautiful and right here is an example of the type of utility nft holders had access to uh during tomorrowland's festival so right now as you know tomorrowland is happening in belgium we are going into the second weekend of a three-weekend festival and you can see right here there was a hidden stage deep within the forest sponsored by ftx and this was only available to nft holders a real party that generates right there another form of utility that nft holders are receiving is that owning an nft would enter you into raffle for merch and other goodies by tomorrowland so right here you can see they received this person be okay received a solo vida sparkling wine by tomorrowland which is pretty cool pretty awesome for people tomorrowland aficionados people that do enjoy the festival they do enjoy music and right here on discord you can see that they were doing weekly raffles so good morning nft holders we're happily announcing the winners of last week's raffle surprise we're wrapping 50 dual tickets for a full weekend instead of 20. feel free to tweet about it that would be appreciated the winners below will be receiving an email with their ticket see you soon and right here they are giving away five the last five lp veneer boxes from tomorrowland this announcement right here on discord made on june 10th is actually really interesting because this one announcement summarizes what tomorrowland is trying to do with the nfts which is experimenting so they're trying to experiment with this new nft technology without disrupting their existing business model they're trying to experiment and see how can they possibly integrate that within the already existing model to see if they can add value to their existing business model so let's look at that so let's read this announcement so dear nfc holders tomorrowland is launching the first ever nfc tickets as a first step in one of many experiments the goal of this is to see how we can handle the centralized tickets in the future and to learn from this together with you 10 important pointers so go to tomorrowlandallow. com the password will be shared in the channel the library what a full madness ticket for the weekend each wallet that joins the sale has the option to win two nft tickets exclusively for the holders of tomorrowland winter nft the pricing is going to be 310 you're out 310 euros equivalent in solana you're allowed to trade this ticket on secondary everyone who joins this list can join the sale following the first come first serve principal there are no dreamville upgrades available for this ticket the sale will happen on magic either through the use of a phantom wallet this is so cool so basically what owning an nfc ticket allowed you to do was receive first access to buying tickets so i'm sure you've heard it many times one thing with the moreland tickets is that they sell out very quickly so people have to really fight to get their ticket in time and owning the nft basically gives you privilege gives you first-come first-served privilege to be able to secure your own tickets without having to fight or having to buy your tickets on facebook marketplace so the tomorrowland nfc ticket experiment can be found on magic eden and it has a floor price of nine but as you see there were only 42 tickets that were minted and there are 14 owners so you see this brings back to the idea of the experimentation because because as you see it was probably a flop if you want to think about it only 14 people bought into this collection but this is great because tomorrowland is testing they are trying different things and they're seeing how the public is reacting so there are only seven tickets listed so i guess people are holding on to them as you know a memorabilia that oh this was tomorrowlands first ever nft ticket oh man my tablet actually just ran out of battery i guess i'll have to wing the next two parts of this video so the second part of this video that i want to talk about is how did tomorrowland market their nft collection and what is really interesting is that they have two collections right remember that they actually use completely different marketing strategies to market their first collection compared to the second one and i guess they learned from the mistakes from the first one and adapted those to the second one the first collection they've basically done it by tapping into the already existing network they're already existing social medias so we can see right here tomorrowland 10 million on youtube on march 10th they released a teaser video for the nfc collection let's watch that [Music] [Music] perfect so creating a new universe of extra ordinary experiences the beginning of a new story together with ftx discover all info at nft.
tomorrowland. com and of course they did the same thing on their website wrote a bunch of blog articles about that use their instagram to push that so really the first part of their marketing was targeted towards those new nft buyers and you can really fortify that theory with the type of people that were tagging them on their first collection so right here we can see bomby rocks uh tweeted i minted my first ever nft love my stars and my other babes another example we got mp crypto dad my first nft morning sun and i think this strategy worked eh for them so they were only able to mint 2932 nfcs out of their collection and i do think they overestimated how many people would actually take the time new buyers would take the time to figure out the logistics of buying an nft they did end up minting only 2932 at us at a price of three solana so not not not too bad and the only reason i guess they were able to pull it off and thought they could pull it off is because by march so they minted on march uh 23rd so they were still in like the they still there was still remnants of the bull market that happened so right here i'm on google trends and you can see that the peak of the bull market happened on the between the week of january 16 and january 29 and after that it was only downhill and around march 23rd march 20th it stabilized so we saw that little like leftover momentum from the bull market however the second collection they knew that there was very little um interest about nfcs from new buyers remember the new collection minted last week so july 15 and as you can see uh interest in nfts is at an all-time low this year so they had to change their strategy and this is the strategy they use for the second collection this brings us to june 23rd about three weeks before the mint of the second collection called the reflection of love and instantly i could see a big difference in the way they were communicating about their nfc collection the communication has shifted and now instead of trying to sell it to their existing customers they were attracting they were attracting already existing nft buyers so they started doing something that they weren't doing that they didn't do in the first collection which was regular amas they went native to the industry so amas ama they also went hard on collaborations so right here look who made a big call out with them just ape were giving away five spots for tomorrowland's new nft and you can see just apes branding again another one right here we can see that just ape tweeted ecstatic to welcome tomorrowland to solana and host an ama on the 1st of july for their tomorrowland nft drop mark your calendar and come learn more about the reflection of love right here another example they did an ama with i guess media company called the portal and right here we have another partnership this one is with hype beast another example they did an ama with a big solana influencer called soul sniper join me and to more land on spaces in 15 minutes to discuss their upcoming tomorrowland nft drop they did another one with the d gods community so we're hosting an ama with tomorrowland nfc today at 10 a. m pacific standard time we've got alpha dust and a few other surprises up our sleeve another m.
