In a growing push into Web3, companies are leaning into what a decentralized web can do for its digital consumers. These brands are taking actionable steps into the next era of digital engagement.


Starbucks announced plans to unveil its Web3-based rewards program in September. Collectible coffee-themed NFTs will serve as tokens for owners to gain access to additional drops, membership, and events.


YSL Beauté launched a token-gated page for its debut into Web3. Its first drop took place in June, during which its Instagram and Twitter followers and Vivatech visitors were able to claim their first YSL NFT. To encourage wider community engagement, those NFTs will unlock additional launches, drops, and more throughout the year.


Niche, a new form of social media for Web3, is currently in beta mode. The platform democratizes data on social media, according to co-founder Zaven Nahapetyan. Nahapetyan tells Wunderman Thompson Intelligence that his new platform “opens up a lot of opportunities that don't exist with traditional, non-decentralized social media, because—by the nature of decentralization—it makes it really easy to buy, sell, and trade content.”


Prada expanded its Web3 offering in June with an NFT drop linking to the luxury brand’s limited edition Timecapsule collection. Consumers who purchased Prada’s previous Timecapsule pieces will also receive NFTs and gain access to exclusive future experiences. The “Prada Crypted” community on Discord also launched as part of the drop, expanding the brand’s digital reach and community.


McDonald’s filed trademarks to deliver food digitally and in person from a virtual restaurant. Both McDonald’s and McCafe were included in the trademark applications, with language outlining details for "operating a virtual restaurant online featuring home delivery," indicating that fast-food fans may have the chance to order their next Big Mac in the digital realm.

Web3 is setting the stage for the future of decentralized brand strategy. These companies are exploring what Web3 can do for their consumer communities online while maintaining their physical products and services.

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