In 2021, Fox’s hit television show The Masked Singer partnered with Blockchain Creative Labs to launch The MaskVerse, the exclusive NFT destination for Mask Singer fans. The Maskverse offered thousands of NFT collectibles with special benefits including a VIP package to The Masked Singer National Tour. Our goal was to create a Maskverse membership token and POAPs per episodes. We needed to ensure that the Token Design should easily communicate Masked Singer Fanclub & Special Access.
Heading into Season 8 the Maskverse redefined the fan experience with The MaskPass. A free NFT that unlocked access to additional clues, behind the scenes content & celebrity interviews. We first created and dropped the first free NFT, the MaskPass. We then dropped the Genesis MaskPass for anyone to claim and limited Gold editions for our founding Maskverse members. Next we pushed forward the future of media distribution on the blockchain with the MaskVerse Viewing Room, exclusive to MaskPass holders. Here we debuted unreleased clues as well as early access to performances. To bring fans closer to the show we launched community events where our singers and The Masked Singer’s very own Jenny McCarthy spoke directly to fans. One of our biggest challenges was to ensure that the creative was thematic and anchored in an templated design system to be able to execute the volume of creative assets needed for the campaign and NFT destination. We used the unlocking key to communicate that the NFT would allow special access and membership, the template we created allowed for it to be used as a bumper in various placements alongside it being an NFT itself.
Fans flocked to mint their MaskPasses with over 40 thousand NFTs claimed. The MaskPass’ fan-focused approach will continue redefining fan engagement for years to come. Due to the success of a large number of NFTs claimed, the NFT destination will continue throughout the next Masked Singer season.
