Dot Erth

DOT ERTH, A Chain Reactions Success Story

‍Chain Reactions collaborated with Dot Erth, a gaming metaverse startup to build a strong online presence, generate a massive waitlist, and attract significant partnership interest, resulting in rapid growth and community engagement.

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Their Story

Building a Digital World

‍Dot Erth is a gaming metaverse company inspired by the real world. In this innovative game, players could buy avatars as NFTs, play to win land, and develop their virtual properties. Founded by industry veterans from Meta, Zynga, Playstudios, and more, Dot Erth aimed to create a unique and immersive gaming experience within the metaverse.

Their Goal

Generating Traction for a Successful NFT Launch

‍Dot Erth's primary goal was to sell out a collection of 10,000 NFTs. To achieve this, they needed to generate significant traction and build a strong community before the launch.

The Plan of Attack

Strategic Persona Development

‍Launching in 2021 during the crypto boom, Dot Erth faced fierce competition with numerous projects vying for attention. To stand out and foster loyalty among buyers, we crafted a unique brand persona that resonated deeply with the target audience. We chose to embody the persona of a "cool hot girl"—a figure that was approachable yet elusive, friendly but hard to get close to. This persona was particularly effective in the male-dominated crypto space, where egos often played a significant role. The brand's communication style was deliberately crafted to leave a little mystery, enticing the community to want to know more. This approach helped differentiate Dot Erth from competitors, many of whom came across as desperate for engagement.

Avoiding Engagement Farming

‍While many projects at the time relied heavily on engagement farming—asking users to interact with content in exchange for rewards or access—we took a different approach. Engagement farming often resulted in a transactional relationship between the project and its community, which was contrary to our goal of building genuine loyalty. We consciously avoided any form of engagement farming, including not revealing the criteria for selecting users for the allowlist. This approach fostered real connections with our community, as people engaged with Dot Erth out of genuine interest rather than for potential rewards. Our quick and witty responses further solidified these connections, with our community even making a game out of how fast we would reply.

Embracing Twitter Culture

‍‍Recognizing the power of Twitter in the crypto and gaming communities, we leaned into the platform's culture by creating and sharing memes and jokes that resonated with our audience. One notable example was our tweet celebrating 6,969 followers, which went viral and catapulted our follower count to 15,000 in just a few days. By tapping into the humor and trends prevalent on Twitter, we were able to significantly boost our visibility and engagement, further reinforcing the brand's persona and strengthening our community.

Their Success

Achieving Rapid Growth and Community Engagement

‍The strategies implemented by Chain Reactions resulted in exceptional outcomes for Dot Erth:

• 36,000 new Twitter followers in just 4 months
• 80,000 individuals joined the waitlist within the same period
• 400 partnership inbound requests/leads generated in 4 months

These achievements positioned Dot Erth for a successful NFT launch and demonstrated the power of a well-crafted brand voice and community-focused content.

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