Token of Love
Not all gifts are created equal, and for some, the annual “day of love” can drum up dreaded memories of getting a gift that made them say ‘WTF’ instead of feeling the love.
To air out the woes of Valentine’s Day pasts, we used Twitter to help people playfully share their worst V-day gifts. And, we gave those gifts an upgrade by turning them into the ultimate gift for 2022— an ultra-collectible NFT.
First, we posed a simple question on Twitter, “what’s the worst Valentine’s gift you ever got?”. The response was massive, and the NFT community was all in, tweeting Verizon their gifting horror stories. Then, we partnered with one of the hottest NFT collectives, Chibi Labs. Over Valentine’s Day weekend, Verizon and Chibi Labs got to work: designing, developing, and minting a collection of 20 NFTs based on the community's responses.
On February 14, we lovingly delivered the NFTs to people’s crypto wallets—making forgettable gifts like musky cologne and spoiled chocolate curated works of art. And, when you give love, you get a lot of love in return.
The first post in the series, on Feb 2, received the overall highest comments out of all Twitter content published over the past year (36x organic Twitter average). Overall, our Token of Love activation garnered 293k+ organic impressions, 1k submissions, an overall interaction rate of 5.63% on Twitter (+280% above the platform benchmark of 1.48%), and we drove a 0.33% Comment Rate on Twitter, ranking #1 out of all content categories and 10x above the platform average.
All with $0 in paid media.
We flipped the world’s worst Valentine’s gifts into ones worthy of the metaverse.
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Role: Creative Director - Concept, Art Direction & Design Direction
Partner/CD: Gene Albamonte