If you’re a gamer, you probably know what a Discord is. I am not…
But Discords have started to enter the realm of Digital Marketing. I came across Discords after popular streetwear brand, The Hundreds, decided to post exclusive content and news to their Discord about the release of their latest NFT project. The Hundreds Founder, Bobby Hundreds positions their Discord as a “Community” or more like an exclusive club.
Since joining The Hundreds discord, I have been getting direct notifications of exclusive news, posts and releases. There’s a community of other like-minded individuals that are also interested in streetwear and NFTs. Are Discords going to be a new vehicle for digital marketing to businesses? A streetwear brand like The Hundreds is built by their tight-knit community and following, but what about large businesses leveraging a Discord?
Taco Bell: King of Digital Marketing
I saw a recent article on Marketing Dive that revealed how Taco Bell is leveraging their Discord. Similar to The Hundreds, Taco Bell is launching their own “server” (community) on the
Discord platform and will launch a Trivia Campaign to crown the next “taco champion.” This campaign is to commemorate National Taco Day and members will be given the opportunity to get free tacos. Although, Taco Bell didn’t get customers to join their Discord overnight. Taco Bell has been priming this activation by “doling out easter eggs” on similar digital platforms like Reddit and their social channels.
I’m curious how long members will stay engaged on the Taco Bell Discord? Discords are a chat platform that focus on fostering community and sharing content/news. Will members stay engaged after Taco Bell stops offering free tacos or will Taco Bell keep enticing members through mobile targeted campaigns?
I think that Discords are an extension of Brand’s social media presence. Almost like an exclusive club (channel of communication) for super fans. I’m sure that there are some super fans that love Taco Bell and can talk about Tacos and Mexican fast food all day, but I don’t think Discords will be for every business. I think industries like: streetwear and local retail will perform exceptionally well by leveraging Discords. Discords provide the latest updates and news for exclusive/ limited products/services through a direct channel and are meant to be mobile.