Post by account_disabled on Nov 29, 2023 5:22:21 GMT
Last year, Comic-Con had its second virtual edition due to COVID-19, and that made brands look to engage with their audience through the proper channels. The San Diego-based fast-food chain chose Discord to do so, and what a great choice. With its new “Jack’s Late Night Discord” server, the brand saw 7,664 users interacting across a weekend, with more than 27,000 messages.
Watch this space on Sunday! On 7/25 @ 6pm PST I’m throwing a late night after party with giveaways, live drawings, and a performance by @theaquabats! I’m giving away Funkos during the whole weekend, too. Join now.
— Jack in the Box (@jackbox) July 24, 2021
Jack in the Box’s strategy also included a virtual concert with a superhero-themed band, The C Level Executive Email Lists Aquabats, interactive channels dedicated to Funko Pop figures, the Marvel Cinematic Universe, and the DC Universes.
“We wanted to ensure Jack in the Box was taking an authentic approach to its own late night and building equity with gamers and comic book fans with a culture first approach,” said Ryan Ostrom, Jack in the Box’s CMO, via emailed comments. “Discord was the perfect platform to host our digital after party because it allowed us to take a personalized approach in engaging with our communities.
How can brands use Discord to build a solid community strategy?
Of course, with NFT and metaverse news popping up in every corner of the web, community-based platforms would become popular, but it’s important to understand that platforms like Discord aren’t going to become the new TikTok or something like that.
For brands, Discord is a channel to talk to your community, receive instant feedback, and have a literal bidirectional conversation with interested users. Remember, your brand mustn’t be the highlight here, but the relationship it builds and how to make users feel like they’re a real part of what’s being created, not just waiting for the creation to be ready for their like (or dislike, in some cases).
If your brand is looking to create a really engaged community and establish a direct communication channel with customers and fans (especially with the customer relationship changes after the pandemic), Discord is a must-have for your strategy. Don’t believe it? See it for yourself and check this list of Discord Servers for Marketers.