Partnering with one of the most streamed artists in the world, The Weeknd, Binance created the first Web3 sponsored global tour. Jack Morton was tasked with bringing this innovative sponsorship to life for music fans, encouraging them to engage with the leading cryptocurrency exchange.​

Given the focus for fans would be The Weeknd and the concert tour, we set out to create an experience that gave them even more of what they loved by extending the concert experience, whether they were there in person or participating on-line.

So, we devised a multi-platform campaign harnessing the power of Web3 to educate and excite fans all over the world with a totally new dimension of music experience, all made possible by Binance. Fans visiting an on-line portal could play with a Weeknd themed face filter, Web3 puzzle and bespoke metaverse adventure to win merchandise and free concert tickets. An influencer campaign featuring a unique puzzle unboxing experience drove traffic to the portal and further extended the reach of the campaign.

And, finally, to target the concert goers themselves, we created a eye-catching cube, inspired by the Binance logo, that came to life through AR. Showcased at 10 concert venues across the world, this sculpture unlocked an AR game to win merchandise, whilst driving new sign-ups to Binance’s platform. ​​