On-Chain Loyalty: Disney — Could Magic Keys be a Blockchain Thing?

Introduction

Let me preface this. In my house, we talk and think about Disney heaps.

We live in New Zealand (i.e. far, far away from anywhere) but in our kids’ short lives we have been lucky to visit Disneylands in the USA, Hong Kong, China & France. Without ever setting foot on Disney soil, my 3 year old loves Minnie, Mickey, Elsa, Anna and the ‘Happy Snowman’. It’s a sign of how far Brand value can go.

My family’s affinity for the brand reach of Disney has meant that when we starting building our brand engagement tools at Rubix I have had in the back of my mind the thought of ‘how would this translate to Disney?’

As an example use case the Disney ecosystem is absolutely huge, including Disneyland, ShopDisney, Disney+ and all the other peripheral brands such as hotels, restaurants and licensed products. It really seems endless. An extreme user (if we put a product management hat on).

Basically what we are doing at Rubix is twofold:

  1. Small businesses can in minutes create loyalty passes on-chain (using NFTs) that provide much of the functionality huge enterprises offer on their expensive loyalty schemes, plus;
  2. Large businesses can build on top of our protocol using their own UI, handing the keys to their users and through an open network create more customer value and delight.

It’s about bringing the utility of loyalty and engagement to brands both big and small through easy tooling. And through decentralising ownership to the customers themselves, the underlying data is permanently stored and available. Which is why I say to brands, the next loyalty platform is the last one they will ever need.

Integrations will improve, utility will improve, customer satisfaction will improve. And it starts now.

What about Disney?

Loyalty at Disney can be seen as many isolated cohorts of users based on the interaction point. In my family we have been:

  1. Subscribers on Disney+,
  2. Shoppers on ShopDisney.com
  3. Guests at on-premise hotels
  4. Ticket holders for the Parks
  5. Users of food and beverage packages
  6. MaxPass holders (which gave the perk of unlimited photos)
  7. FastPass holders (which gave the perk of skipping lines)
  8. Social media followers
  9. Plus unique events — been driven at the front of the parade with our children, watched stage performances and more.

I think we would be considered in the bucket of ‘non-local’ obsessives or something similar.

However from our point of view, it seems a one-sided relationship. I don’t believe Disney knows who we are, what we are interested in and how much we have spent dedicated to experiencing the magic.

Every single brand has (or aspires to have) customers like this. If you’re running a brand — do you know who your greatest supporters are?

Magic Keys (but not Keys in a Blockchain sense-yet)

In the world of Disney cohorts, their Park ‘annual pass’ is a perfect example of how on-chain loyalty can work, or at least start. Four Tiers, different benefits for each tier, different prices.

In a nutshell Rubix lets any brand (big or small) create Magic Keys for their own customer base.

And all in minutes (see here for a taste).

The challenge we are solving for is two-fold:

  1. Integrating benefits into different experiences seamlessly. So that when you enter a brand’s store, the customer’s tier and ownership can be verified. So that when that same user goes to an online store, the benefits are also available for use. So that when that user enters an affiliated restaurant, their discount can be applied or free physical item can be collected.
  2. Making it simple for brands to distribute and scale their platforms, ensuring trust and security but also balancing blockchain infrastructure and user experience.

This is step one. Benefits and their use are recorded on chain.

The Superpower (or Magic as the case may be)

Where I am really getting excited is what it is going to look like when brands (like Disney) opt for a scalable, safe, customer owned loyalty ecosystem like Rubix.

Let’s say I have purchased a limited edition Buzz Lightyear Australia/New Zealand Magic Key (using the Collection’s landing page provided by Rubix nftengage.io). The Magic Key gives me:

  1. The benefits of a standard Magic Key above for the Park — 10% off merchandise and food
  2. Additional 25% off any Buzz Lightyear character merchandise
  3. Access to a bookable meet and greet with Buzz Lightyear in the park
  4. A limited edition Buzz Lightyear autograph book
  5. A limited edition Buzz Lightyear popcorn bucket (maybe Socks the cat from the latest movie)
  6. Timebound unlimited ‘Lightning lane’ access on the Buzz Lightyear astro-blasters ride in Disneyland Park between the hours of 4 and 6pm daily

I can buy this Magic Key on nftengage.io (it’s a NFT that is minted to my wallet when I purchase it), showing the world that I (or my son in this case!) am a total Buzz Lightyear superfan.

Brand Benefit

Now, the brand knows that they’ve got this superfan and now they can strategise on how to engage. I love the brand, I love Buzz Lightyear, I have disposable income and am likely to be a brand ambassador if asked.

On Rubix, we are building engagement tools. Through our tools, Disney can now see me. They know who I am and they can provide more targeted and useful messaging.

Using Rubix tools, they can also see what other brands I am engaging with (with my permission, since the on-chain data is mine). They can also set me tasks, allowing me to be rewarded by performing these tasks.

Previously, targeted outreach and engagement has been a fully centralised offering from data aggregators or marketing platforms (Facebook, UberEats, Zomato, Yelp, etc). Yet in our Rubix world, the data is owned by the customer. My NFTs, my transaction history.

And because the data is owned by me, Disney can engage directly through their own platforms, if they choose.

We are just making it super easy for brands.

The Customer Wins

So at this point in my near future projection, I have bought a Buzz Lightyear NFT that I am proud of (and can show off). It gives me benefits, and sits alongside other brands in my wallet. I am able to be communicated with by Disney, and be given opportunities to be rewarded by completing tasks or adventures (maybe a Pokemon Go-like augmented reality Green Alien macaron smashing game!).

That’s pretty cool. But there’s more.

As a user I want to see what else is in the area, within the community that surrounds Disney. There are related businesses, hotels or restaurants that may want to communicate with me when I arrive in the area.

They are interested in me, too.

Peripheral Businesses and Cross Promotion

One of the great things about staying on property at a Disney resort is the benefits that you get by virtue of the unique service the brand strives for. Things like early access, complimentary drinks, cool Toy Story Hotel paper cups (Shanghai), Disney Dim Sum (Hong Kong). These create guest experiences that cannot be easily valued.

Now, what if the third party brands surrounding Disney wanted to create more value for me? After all, this may be a once in a lifetime adventure (in the case of Disneyland, but it applies to most aspirational customer experiences). All brands have the freedom to create unique experiences on top of my data.

Because I am open to being rewarded for my time and effort, the neighbouring hotels (and restaurants, tour operators, rental car businesses) see me as well. Alamo rental cars can see that I am a magic key holder, know that I am in the area (probably just bought something Buzz Lightyear related) at the World of Disney retail store. They can reach me, directly, through Rubix.

A Disney focussed youtube creator may reach me, directly, and ask me to come and like their channel.

Bubba Gump Shrimp may have a ‘kids eat free’ deal going on. That would be enough for me to add their restaurant to my trip much quicker than a craving for popcorn shrimp.

These are opportunities for peripheral brands to communicate with me and generate more revenue.

Brand History

When I interact on-chain I am leaving immutable proof that I have attended, purchased or done something. Like Facebook, I am building a history on the blockchain, populated seamlessly by doing things I would be doing anyway.

The difference is that this data is not owned by the brand, or an aggregator, but by me.

It feeds into some on-chain reputation work we are doing, but ultimately it is giving depth to my profile which gives more valuable information to brands, and more incentive to them to reward me for that information. Ultimately diverting some of the profits lost to Facebook, Instagram, UberEats, etc back to me.

Conclusion

We see on-chain loyalty as comprising of two parts, knowing the individual and then mutually transferring value. In this article we have looked at an individual (me), and how targeted communication can add value to both brands and customers.

Rubix makes it incredibly simple and safe for a brand to use their NFT collections in a way they may segment their individual users today, but in a way that will not become obsolete or unavailable at the mercy of a centralised platform.

In a future post we will expand on transferring value, which covers microtasks, perks and payments (tokens), all within the realm of blockchain brand engagement.

Please follow us as we bring brands and customers closer together, safely, on-chain.

To infinity and beyond 😉

JA

If you want to join us on our mission to build a global earning network. Reach out to one of us personally via LinkedIn, or email at hello@rubixlife.io.

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