*UPDATED* Polkadot Drone Show + NFT Drop Over VELD Music Fest (100K+ Attendance) - Brand Awareness + PR Campaign

Introduction

Hello Polkadot Open Gov,

We are Toros, a marketing agency specializing in high-impact experimental advertising for technology brands.

After valuable input from the Dot Community, we have implemented an updated strategy to achieve deeper integration and community engagement in our drone show. 

To address price concerns from the community, we have updated our project to be one single eye-catching show.

Our previous proposal can be reviewed here: https://polkadot.polkassembly.io/referenda/669 

 

Our Updated Proposal

We seek funding for a brand awareness, public relations campaign, and NFT drop designed to elevate Polkadot's presence in the public eye, draw users to the emerging Polkadot NFT space, and feature the amazing projects created by Polkadot community NFT artists.  Our campaign would consist of 3 elements:

1.) Sponsorship of three drone light shows over Canada’s premier electronic music event Veld Music Festival (100k+ attendees). Our show would feature the Polkadot logo, a QR code leading to an NFT drop, followed by “brought to you by the Dot community” ending with the Polkadot logo once more.

2.) NFT drops through the QR code displayed in the sky. A massive QR code with messaging displaying “enter for a chance to win” will take festival goers to a unique landing page where they can enter for a chance to win Polkadot NFTs. A special feature will be given to Kodadot, whose NFT minting software has made this proposal possible.

3.) A corresponding public relations and social media push aimed at enhancing the visibility and impact of the drone shows by generating online engagement. 

 

Drone Show Details

We have contacted VELD and negotiated a sponsorship deal that includes one 10-minute drone show amid one of the festival headliners' performances. The final 2-3 minutes of the show would feature QR code and messaging outlined in the “NFT Details” section of this proposal.

Drone Show Proof of Concept

Video Link: https://vimeo.com/925062285/a49265c3c9

Video Link: https://vimeo.com/925060260/6e8878bcea

Inspiration for drone shows here and here. 

 

VELD Music Festival Details

• Drone Shows are displayed in the sky amid acts from Marshmello, Steve Aoki, or Martin Garrix

• VELD is Canada's largest EDM festival

• Held in Toronto

• Attracted over 105,000 attendees in 2023

• Runs for three days.

• Coincides with Toronto's lively August long weekend. 

• Other major events happening at the same time in the city (Caribana, OVO Fest, Boots and Hearts) bring in millions of tourists.

 

Veld Sponsorship Details

Veld Sponsorship Deck

Additional Sponsorship Perks: 

• Mobile advertising over the entire festival grounds (visible to all attendees)

• Logo promoted on the festival website (Ink Entertainment)

• Veld newsletter shout-out

• 2 dedicated social media posts - TikTok/Instagram/Facebook

• Instagram stories

• Logo added to Veld lineup collateral

 

NFT Drop Details

During the last 2-3 minutes of the drone show, a pink QR code will be displayed in the sky, leading to a unique Polkadot-branded landing page. Festival-goers can enter their names for a chance to win NFTs.

 

The NFTs fall into two categories:

1. Polkadot NFT Creators’ Submissions: We invite all Polkadot NFT creators to submit their work for the drop at VELD, offering artists exposure to over 100k festival-goers and a select few winners the chance to own these NFTs.
2. DOTxVELD Unique NFTs: Using Kodadot, we will mint a unique album of DOTxVELD NFTs, exclusively dropped at VELD. These NFTs will serve as valuable assets and permanent reminders of the Polkadot drone show’s impact on the community.

We have strategically chosen an NFT integration strategy to align with many of the festival performers:

 

Marshmello: Has shown interest in the crypto world and has collaborated with several NFT projects - Rarible. He has released NFT collections and has been involved in various crypto-related initiatives. - NFT portfolio valued at over 1 million USD

 

Martin Garrix: Has also explored the NFT space by releasing exclusive digital collectibles and collaborating with various NFT platforms. He also snapped up a Bored Ape in December of 2021. - NFT portfolio valued at over 100 thousand USD

 

Alesso: Has participated in the NFT market by releasing limited edition NFTs that feature unique music and visuals - Cosmic Genesis.

 

Seven Lions: Has also explored the NFT space, releasing various digital assets and collaborating with artists to create unique NFTs that feature his music and visuals.

 

Steve Aoki is significantly involved in the world of cryptocurrency and NFTs. Here are some highlights of his involvement: NFT portfolio valued at over 500 thousand USD

 

1. NFT Projects: Steve Aoki has released multiple NFT collections, with his debut collection "Dream Catcher" generating over $4 million in sales. He has continued to be active in the NFT space, creating and selling various digital art pieces and collectibles .

2. A0K1VERSE: Aoki has launched his own metaverse and NFT platform called "A0K1VERSE," which aims to bridge the gap between the digital and physical worlds. This ecosystem provides exclusive content, experiences, and rewards to NFT holders .

3. Partnerships and Collaborations: Aoki has collaborated with other artists and platforms within the crypto space. He partnered with Justin "3LAU" Blau to form the NFT duo "Punx," inspired by the CryptoPunks NFT collection .

4. Crypto Advocacy: Aoki is a vocal advocate for NFTs and cryptocurrency, often discussing their potential to transform the music industry by offering new revenue streams and ways to connect with fans. Not only will it align with these performers but also their millions of followers and fans. Many of whom will be present at VELD.

Our goal is to achieve maximum network engagement as well as to give creators in the community a platform to display their work. 

 

Updated Budget

We are requesting a total of 9286 DOT priced at 7.14 USD per DOT. This transaction amounts to a total consideration of 66,300 USD. Our valuation of DOT is based on the 28 day average. Any unused DOT will be returned to the treasury.

• Campaign Execution – Total $40,000 as per Veld’s sponsorship rates

• Design and Creative - $10,000

• Canadian Taxes (GST): $4,800

• Agency fees: $8,000

• Maintenance and Incidentals: $3,500

*All prices in USD

 

Public Relations Details

Our PR strategy is focused on creating buzz around the drone show by drawing attention to both the eye-catching brand display Polkadot as well as the unique and mysterious NFT opportunity.  We will prepare press releases and media kits, and engage local and tech-focused publications to cover the story, highlighting the innovative approach Polkadot is taking to raise brand awareness. When pitching media, our story’s hook will focus on the fact that the mysterious drone show was commissioned not by a traditional advertising executive within a centralized corporation, but by the decentralized Polkadot community.

Crypto Publications

We will specifically target top crypto publications to ensure the campaign resonates within the core blockchain and cryptocurrency communities. Examples include CoinBase, CoinTelegraph, and Bitcoin Magazine.

Local Publications

We will tip off local publications in Toronto such as BlogTO to secure coverage, using the unique and sensational nature of the drone shows to capture a broader audience's interest.

Social

We will tip off recognized influencers within the cryptocurrency and blockchain space, encouraging them to share the story. This strategy will be most effective on Twitter where creators have the chance to go viral using our content (see example).

 

Measurement and Evaluation

What sets this campaign apart from traditional OHH initiatives is that its success can be measured via online engagement metrics.  Metrics we will track

• QR code scans
Estimated drone show impressions

• Earned media hits using Syften

• Keyword search volume using Ahrefs/Google Trends

• Social mentions across Twitter/X, Reddit, TikTok, and Instagram using Mention

 

Conclusion

By merging the real-world impact of a drone show with targeted NFT integration strategies and digital PR tactics, we aim for this campaign to not only elevate Polkadot’s brand awareness and the value of DOT, but also to create a lasting impact that can be measured. With approval, we'll proceed to fund conversion and vendor payments, ensuring a seamless rollout. Should plans change, we commit to returning unused funds to the treasury.