OKX and Manchester City’s partnership is underpinned through its shared pursuit of being the most innovative brands in their fields. The metaverse is unfamiliar to many football fans, therefore provided a huge opportunity for both parties to pioneer this space.
OKX utilised its player ambassadorships with Jack Grealish, Ilkay Gündoğan, Ruben Dias, and Alex Greenwood to create the OKX Collective, two immersive digital destinations, bringing fans closer to their heroes, whilst simultaneously introducing Web3 and incentivising OKX wallet creations.
To offer fans something truly novel and PR-able, OKX aligned the ambassadors’ athletic qualities with traits that could be used in a trading or Web3 environment (all whilst adhering to legal guidelines). This resulted in a framework highlighting skills vital for trading, and equally important when playing football – think adaptability, patience, commitment, and courage.
Players’ passions on and off the pitch were explored, with the ‘trader traits’ framework overlayed and activations set in the metaverse were curated around these attributes.
From teaching Grealish to DJ, to designing NFT trainers with Greenwood and unique training and coaching sessions with Gündoğan and Dias, fans saw their favourite players in a new light.
A two-pronged approach ensured awareness and engagement:
● 1) Introduce football fans to the metaverse, via a gamified experience enhancing knowledge of the brand and offering
● 2) Reengage the community, with exclusive, gated experiences in a hyperealistic metaverse, incentivising interaction with OKX product
The activation was a huge success, with 1110+ articles, 8.9M+ content views and 30000+ participants.
