EPISODE 13
LIZ SUMAN OF PLAYBOY: Reimagining BRAND LEGACY for THE METAVERSE
Liz Suman on inspiration for launching in Web3 :
“How do we as a legacy media company known by the tagline of Entertainment for Men that has transformed into a brand that celebrates Pleasure for All, how do we combine the best elements of our past and our future to explore this new format, leverage our archives, use everything that is amazing about this brand to utilize this new technology and tell stories in new ways?”
In this episode of the Metaverse Matters Podcast, hosts Mike and Lauren are joined by master storyteller and innovator, Liz Suman, the Executive Editor and VP of Art, Editorial, and Web3 Projects at Playboy.
Liz shares the evolution of Playboy as an iconic, global brand transitioning from print to digital alongside the explosive growth of Web3, creating an opportunity for Playboy to translate their fine art legacy and brand pillars into a new dimension. The move away from print opened a door to drive culture and reach new audiences in fresh ways, inspiring a series of successful Web3 projects via NFTs, the Rabbitar PFP project, and this year, a move toward the a “meta mansion” in Sandbox.
Throughout this conversation, we touch on how to approach and launch successful projects, create value for legacy fandoms through NFTs, build communities, and map brand pillars to new experiences in the Metaverse. Liz shares how these projects create opportunities to collaborate with artists like slimesunday, whIsbe, blondish, and more.
This was a great conversation with valuable tips and insights showcasing how Web3 can be used as innovative brand marketing. We’re grateful to Liz for sharing so many earned lessons with our community. Congrats to Playboy on their 70th year, we’re excited to see what you do next.
Listen on Apple Podcasts and Spotify
Show Notes
0:00- 3:00 - Introduction and summary of the episode
3:00- 7:30- Meet Liz! Her evolving role at Playboy and the transition from print to digital leading to inspiration to move into Web3.
7:30- 11:10 - How Playboy approached Web3 and NFTs leading to their first project, launching through a fine art lens in collaboration with #slimesunday, results from the launch as their first big moment.
11:10- 18:15 - The Rabbitar PFP and derivative project, extending brand IP via NFTs, how the project was received by Playboy fans, insights on community and the “Rabbitat”, extending community into virtual spaces like Sandbox
18:15- 24:40- How to engage community via discord and other channels
24:40- 30:40- The future roadmap for the Rabbitar project, “North Star” of building a Playboy mansion in the metaverse, mapping brand pillars to virtual worlds, and the upcoming launch in Sandbox
30:40- 33:25- How Playboy thinks about collaborations
33:25- 37:15- NFT Paris and upcoming events
37:15-40:18- Liz shares tips for brands just getting started in the Metaverse
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