Building engaged communities using traditional web2 technology can be a slog. Email lists grow slowly, and customer insights are assembled piece by piece. Open rates are falling, eyeballs aren’t a reliable path to engagement, and retention requires constant investment.
That’s where new tools from web3 enter the mix. By tapping into new forms of engagement and bringing the transparency of the blockchain to the equation, it’s possible to capture and engage communities quickly, deeply, and less expensively.
How? Let’s take gmTrivia, an on-chain trivia game and flagship use case from Dispatch, as an example. Over just three weeks, gmTrivia amassed a community of nearly 15,000 wallets that opted in – 90% of which actively participated in the game. All this for a prize payout of about 23k USDC, for a cost-per-wallet of 1.58 USDC (or 1.75 USDC per wallet that actively participated).
Let’s dive in.
gmTrivia: The What, the How, and the Why
What is gmTrivia? gmTrivia was a 3-week, daily trivia game powered by Dispatch’s on-chain messaging technology. The game allowed interested players to opt into a gmTrivia “community” powered by Lens Protocol and highlighted web3 projects in its questions.
How did gmTrivia work? During each day of gameplay, wallets that opted into the Dispatch community received a new trivia question directly in their web3 wallets. The first 500 eligible players to answer the question correctly received 5.00 USDC.
Why trivia? Competition is well known for driving engagement (especially when you bring prizes into the mix!) but web2 tools add a huge amount of friction to this kind of campaign. (How many clicks to answer a question? How do you link the answer to the individual? How do you distribute prizes?) Dispatch’s use of web3 technology collapses those steps, allowing players to smoothly follow, answer trivia questions, and receive prizes directly in their wallets.
Dispatch did this by using web3 wallet addresses as the identifiers of players, sending trivia questions (in the form of engageable NFTs) to those addresses – which is also where players receive USDC prizes.
A Closer Look at the Results
gmTrivia launched on October 10, 2022 and lasted for a total of three weeks and 11 games. Over that time, gmTrivia achieved:
Acquisition: gmTrivia used Lens Protocol to allow players to “follow” gmTrivia from their wallets, creating a brand new gmTrivia “community” from scratch – which Dispatch can now engage with on an ongoing basis.
By the end of the game, the gmTrivia community reached nearly 15,000 wallets, all of which had actively opted into the game by “signing” with their wallets.
Engagement: The gmTrivia community didn’t just opt- in to sit on the sidelines. 90% of wallets actively participated in at least one trivia question, 43% played at least 2, and 23% – around 3,500 wallets– played at least 3.
Insight: Because gmTrivia was built in the web3 ecosystem, the Dispatch team has access to the blockchain history of every wallet that joined the community, without paying for third-party data or tools. For example, we can see that 4,001 wallets – or 30% of wallets that played at least one game – completed at least 10 transactions on either the MATIC or ETH blockchains, indicating that they are engaged crypto community members. Dispatch used this metric as a proxy for wallets that were more likely to be real players, as opposed to bots or wallets that were just spun up to capture the prize.
But what if you aren’t interested in running a trivia game? How does this translate into community building and engagement more broadly?
Quick to market: Using web3 tools like Dispatch and Lens means you can quickly spin up a community around campaigns, initiatives, or new products. It’s fast and cost effective to experiment and test before doubling down.
Engaged, interactive communities: What is a trivia game, really, if not a poll with a correct answer? Take the gmTrivia template and poll your community to get input on upcoming product features or feedback on past campaigns. You can also send video and audio messages, ask for donations, send event invitations, sell products and more. Check out our app to see how other teams and communities are using Dispatch in creative ways.
Community analytics: The transparency of the blockchain means that your community members come with context around their affiliations, transactions, and holdings. Connect that with what’s already in your CRM and you have a treasure trove of insight at your fingertips.
Interested in learning more about Dispatch and how you can use our technology to drive your marketing objectives? Find out more on dispatch.xyz, stay connected on Twitter, or contact Porter Geer and Zach Habayeb.