In 2023, Bicycle Playing Cards ventured into Web3 culture by collaborating with individual members of the Bored Ape Yacht Club (BAYC) to create the first deck of playing cards featuring images licensed from individual BAYC members. This initiative aimed to merge traditional playing card artistry with the burgeoning NFT community, offering a unique collectible that bridges the gap between physical and digital art forms.
My Role in the Campaign
Role: Agency Partner at Subnation Media
Tasks:
Curated a product collaboration between the Bicycle brand and the BAYC digital collectibles community.
Managed the brand's voice across social media platforms to ensure cohesive and engaging communication.
Description:
Bicycle Playing Cards sought to deepen its engagement with the Web3 and NFT space, entrusting our agency to develop a comprehensive strategy. We orchestrated a groundbreaking collaboration with individual BAYC members, leveraging the unique aspect of NFTs—individual ownership. Instead of partnering solely with the BAYC brand, we engaged directly with individual NFT owners to feature their specific Bored Ape images on individual cards within a special edition Bicycle deck. This approach not only tapped into the vibrant BAYC community but also highlighted the personalized nature of NFT ownership.
Our responsibilities encompassed:
Strategy Development: Crafted a plan to integrate BAYC imagery into Bicycle's product line, ensuring alignment with both brands' values and aesthetics.
Execution: Led the implementation of the strategy, coordinating with NFT owners to license their images and overseeing the design process to incorporate these images into the playing cards.
Content Creation: Authored compelling copy for social media campaigns and the product landing page to generate buzz and inform potential customers.
Video Production: Developed original video content to promote the product, showcasing the unique collaboration and the fusion of traditional and digital art.
Interactive Campaigns: Designed a March Madness-style bracket tournament, allowing the community to vote and select two Joker cards for the deck, thereby enhancing engagement and investment in the project.
Product Presentation: Curated the product collection and orchestrated its presentation at the BAYC ApeFest event in Hong Kong in 2023, ensuring a memorable and impactful launch.
The Initial Plan
March Madness
Creative Development
Deck
Web Page
Product Collection
Creative (3d/2d)
Social Media Management + Community Development
Live Activation - Nifty Morning Show + Podcast Appearance w/ apes
Live Activation - Ape Card Generator
Takeaways + Additional Resources
This project underscored the importance of authentic community engagement and innovative cross-industry collaboration. Key accomplishments include:
Pioneering a first-of-its-kind product that seamlessly blended traditional playing card design with contemporary NFT culture.
Fostering strong relationships with individual NFT owners, resulting in a product that authentically represented the BAYC community.
Generating significant buzz through interactive and participatory marketing strategies, leading to a successful product launch at a high-profile event.
Additional Resources:
Bicycle Bored Ape Playing Cardsbicyclecards.com
BICYCLE RELEASES LIMITED-EDITION BORED APE YACHT CLUB PLAYING CARDSprnewswire.com
Bicycle Bored Ape Deck Review youtube.com