Proof of Loyalty:
POAPs elevating fan recognition

When it comes to dedicated fanbases, from die-hard rock enthusiasts to esports supporters, rewarding loyalty has often hit a wall.

A cool example was that Oasis fans recently experienced this firsthand: trying to secure presale tickets for a reunion concert involved a quiz on band trivia, which, despite its novelty, only skimmed the surface of fandom verification. The problem? Anyone with quick fingers and Google skills could pose as a true devotee.

Enter POAPs (Proof of Attendance Protocol), a blockchain-backed solution for tracking real, undisputed loyalty.

Unlike quizzes or self-reported concert counts, POAPs create a verifiable digital record of attendance at events.
Imagine a world where attending a concert automatically mints a unique NFT badge tied to your crypto wallet - proof that you were there when Oasis played their last North American show or that you followed them through their '90s heyday.

The implications for artists and event organizers are huge.
POAPs could help gate access to future presales, exclusive content, or even VIP experiences → It’s a system that benefits both sides: fans get recognition for their dedication, and artists can engage directly with their core audience without the guesswork.

Moreover, the simplicity of POAPs broadens their potential use. Outside music, sports teams could offer POAPs for attending games or community events, building a hierarchy of fan loyalty that extends beyond ticket purchases. Brands could harness them to identify and reward their most engaged supporters, further bridging physical and digital experiences.

While POAPs have their roots in crypto and NFT culture, their non-transferable, proof-of-attendance nature positions them perfectly for wider applications. For legacy acts like Oasis’, it could be the way to separate casual listeners from their true supporters. In 2050, when the next reunion rolls around, maybe fans will already have their proof of devotion on-chain.

This use case was mentioned by POAP (the company) themselves, but we mentioned other examples in past editions.

Can you think of any other cool examples where POAPs could help take loyalty to the next level?

Crypto Apps:
Surge amid bullish sentiment

Crypto apps are breaking back into the mainstream spotlight, especially as market sentiment shifts toward optimism.

Case in point: Coinbase’s rapid rise in the U.S. Apple App Store, leaping from 435th to 8th place within days (!!). This surge aligns with a renewed rally in Bitcoin, which topped historic levels of $93,000, fueled by pro-crypto sentiment following the election period and policy promises aimed at regulatory ease.

In previous cycles, whenever Coinbase soared into the top 10, it marked a significant influx of retail interest in crypto, signaling that the public’s enthusiasm was aligning with market gains. Coinbase’s app even peaked at number one during the pre-bull market excitement of October 2021.

This time, the trend isn’t isolated. The Coinbase Wallet app, which supports Web3 integrations, is also making some noise, ranking 14th in the finance category.
Meanwhile, decentralized exchange apps like Uniswap are showing similar momentum, hinting at a broader acceptance of decentralized finance tools among users.

Analysts note that the regulatory landscape plays a significant role in sustaining these surges. With the new US administration’s pivot toward a more crypto-friendly stance, coupled with Coinbase’s impressive 81% revenue jump in Q3, the ecosystem appears primed for another round of retail adoption. These conditions could renew consumer confidence, making it easier for mainstream users to step into crypto.

If history is any guide, this could just be the start of another frenzied crypto cycle (I HOPE SO 😀). Apps topping the charts could lead to more individuals taking their first step into Web3, driven by curiosity and momentum. The stage is set for an era where mainstream and decentralized systems meet in the palms of everyday users.

TL;DR: Multiple Wen3/Crypto-related apps (led by Coinbase’s) are getting more and more popular. More “regular” people exploring the space? It seems so.

Doodles + McDonalds:
Holidays with a Web3 touch

(Yes, we are once again talking about Doodles 😅)

The holidays are shaping up to be more than just red and green this year → McDonald’s, the iconic fast-food giant, is embracing a new color palette with its recent partnership with Doodles, a Web3-native brand known for its whimsical, pastel-hued NFT art.

This collaboration blends the worlds of physical and digital experiences and brings a festive play that highlights both McDonald’s innovative marketing “vibe” and Doodles’ expanding cultural influence.

Starting November 18, over 100 million limited-edition McCafé cups featuring Doodles’ playful, hand-drawn designs will roll out across McDonald’s U.S. locations.

These cups aren’t just for show; they serve as a gateway to a series of digital perks and experiences. By purchasing a beverage in these specially designed cups through the McDonald’s app, customers can access “pack ripping” experiences, revealing digital collectibles and content that tie back to Doodles’ unique NFT ecosystem.

The rewards are tailored for today’s digitally engaged consumer. They include McDonald’s-themed digital wearables, passes to watch Doodles’ animated content like Dullsville and the Doodleverse, and complimentary access to the Doodles Stoodio app for avatar customization.
In addition, customers can listen to a new track produced by Pharrell Williams, “Good Mornin,” sung by Marley Bleu.

This initiative marks probably McDonald’s most ambitious Web3-related move so far, showcasing its continued commitment to experimenting with digital assets as a means to deepen customer engagement and brand loyalty.
It’s also another notch in Doodles’ belt of high-profile partnerships, following a recent collaboration with Adidas that blended digital collectibles with exclusive physical merchandise. McDonald’s approach this time, however, is distinctly more interactive, combining physical items with NFT perks for a holistic consumer experience.

For those outside the U.S., McDonald’s has been no stranger to blockchain experiments, having launched NFT campaigns and even dipped into the metaverse with a game in The Sandbox. Yet, this partnership with Doodles underscores a deeper pivot: creating immersive, loyalty-driven experiences that resonate with both digital natives and casual consumers.

Pink Beanie in the wild

WHAT A BLAAAAAAAAST Web Summit!

My first time attending the event, and it completely blew me away.

Huge kudos to Paddy Cosgrave and the entire team for putting together such an incredible community. 🤝 

With over 70,000 attendees filling every room and space, the energy was electric.

I’m absolutely blown away by the warm reception from the audience - and it’s incredibly humbling to see how far my message has reached.

As someone deeply immersed in Web3, sharing the insights I’ve gained from working with the world’s largest brands and AAA Web3 founders with a predominantly Web2 audience—and feeling the love in return—has been incredibly encouraging.

Special shoutout to Pedro Jardim for being my partner in crime on this keynote, and massive thanks to Lorcan Sweetman Fox for the platform. Let’s run it back!

Now, it’s time to get back to work.

The job’s not finished.

See you next week.

#LFGrow
Diego Borgo