{"id":86549,"date":"2022-07-04T18:32:03","date_gmt":"2022-07-04T18:32:03","guid":{"rendered":"https:\/\/rockcontent.com\/?p=86549"},"modified":"2025-09-18T22:55:27","modified_gmt":"2025-09-19T01:55:27","slug":"brands-on-discord","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/brands-on-discord\/","title":{"rendered":"3 Times Brands Used Discord for Branding And To Engage Communities"},"content":{"rendered":"\n<p>The year is 2015 and, if you were a gamer at this time, you might remember how difficult it was to interact with your friends when playing online and remotely with them. If you\u2019re not a gamer, I can explain it to you. We only had TeamSpeak (if someone could pay for it) and Skype, which wasn\u2019t made for gaming. From this necessity, Discord was born.<\/p>\n<p>Discord is basically a platform where you can create your own private server, with text rooms, audio channels, a role system that you can customize for each member of your community, and many different features. Like its presentation mode and customized chatbots that can record content from specific channels, for example.<\/p>\n<p>With all these features and serving to bring together a loyal and engaged community, it was just a matter of time until Discord would serve greater purposes, especially in Marketing plans for big brands, such as Samsung, which is testing the platform for their metaverse Marketing strategy. Check out these 3 examples of brands that are using Discord in their Marketing strategies:<\/p>\n<h2 class=\"wp-block-heading\">Brands on Discord and their Marketing strategies<\/h2>\n<h3 class=\"wp-block-heading\">Samsung and their metaverse strategy<\/h3>\n<p>During <a href=\"https:\/\/www.nft.nyc\/\" target=\"_blank\" rel=\"noreferrer noopener\">NFT.NYC<\/a> last week, Samsung said it has been expanding the ways it interacts with <a href=\"https:\/\/www.coindesk.com\/learn\/what-are-web3-cryptos\/#:~:text=What%20exactly%20is%20Web3%3F,Metaverse%20Are%20Not%20the%20Same\" target=\"_blank\" rel=\"noreferrer noopener\">Web3<\/a> fans, creating digital experiences and virtual wearables, such as branded NFTs. Let\u2019s go to the numbers: according to Digiday, <a href=\"https:\/\/digiday.com\/marketing\/samsung-turns-to-discord-to-build-out-its-metaverse-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">only 12 hours after the company\u2019s server debuted, it reached more than 100,000 new members<\/a>.&nbsp;<\/p>\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Were you at NFT.NYC 2021? - One Minute Replay\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/A2RVicLCmrE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>According to Michelle Crossan-Matos, SVP and Chief Marketing and Communications Officer at Samsung Electronics America, the brand is treating the platform \u201clike a conversation in Times Square and a billboard.\u201d<\/p>\n<p>The server basically consists of two separate rooms for key audiences: gamers and Web3 fans interested in NFT or metaverse-related topics.<\/p>\n<p>But creating a server isn\u2019t enough, you must interact with your community and keep them engaged, and Discord is a perfect place to do so.&nbsp;<\/p>\n<p>What&#8217;s especially wild is how these servers, at least for a moment, feel like digital equivalents of old-school fan clubs\u2014except with more memes and the ability to jump into an audio chat while half-asleep in different time zones. Moderators, sometimes just superfans turned semi-professionals, have a pretty interesting job balancing hype, keeping out bots, and making sure conversations don&#8217;t go off the rails. It\u2019s not always smooth\u2014there\u2019s the occasional flood of off-topic chatter, or awkward attempts at brand banter, but that\u2019s honestly part of the charm, even when it\u2019s a bit cringe.<\/p>\n<p>Another thing: Discord\u2019s structure makes it easy for brands to create almost \u201csub-communities\u201d tailored to different interests or fandoms under one digital roof. If you\u2019re a sneakerhead, a digital artist, or just chasing the regular giveaways, it\u2019s possible to find or create a channel that fits. It\u2019s not quite chaos, but it can feel like a busy house party where everyone\u2019s slipped into different rooms, each one with its own running joke and occasional drama. The sense of belonging there\u2014manufactured or not\u2014is at least something traditional social media pages never quite nailed.<\/p>\n<h3 class=\"wp-block-heading\">The Gucci Vault<\/h3>\n<p><a href=\"https:\/\/www.voguebusiness.com\/technology\/how-discord-became-the-soho-house-of-web-30#:~:text=Other%20brands%20to%20have%20Discord,its%20recently%20launched%20NFT%20project\" target=\"_blank\" rel=\"noreferrer noopener\">Gucci also created its own server on Discord as a part of a NFT strategy<\/a>. Recently, the luxury brand shared an invite to its Discord server via Twitter. And, since we\u2019re talking about an exclusive brand, there\u2019s nothing better than creating exclusive experiences for its community. The first 20,000 members would gain special roles and the ability to access NFT-focused channels.<\/p>\n<p>In two days, it had more than 28,000 members. Due to this successful case, Kering, Gucci\u2019s parent company, opened an opportunity for a professional to manage its Discord server and presence.<\/p>\n<h3 class=\"wp-block-heading\">Jack in the Box\u2019s Comic-con Afterparty<\/h3>\n<p>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. <a href=\"https:\/\/www.marketingdive.com\/news\/why-jack-in-the-box-hosted-a-comic-con-afterparty-on-discord\/604357\/\" target=\"_blank\" rel=\"noreferrer noopener\">The San Diego-based fast-food chain chose Discord to do so<\/a>, and what a great choice. With its new \u201cJack\u2019s Late Night Discord\u201d server, the brand saw 7,664 users interacting across a weekend, with more than 27,000 messages.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p lang=\"en\" dir=\"ltr\">Watch\ud83d\udc47 this space\ud83d\udc47 on Sunday! On 7\/25 @ 6pm PST I\u2019m throwing a late night after party with giveaways, live drawings, and a performance by <a href=\"https:\/\/twitter.com\/TheAquabats?ref_src=twsrc%5Etfw\">@TheAquabats<\/a>! I\u2019m giving away Funkos during the whole weekend, too. Join now! <a href=\"https:\/\/t.co\/XktOYayxYl\">https:\/\/t.co\/XktOYayxYl<\/a> <a href=\"https:\/\/t.co\/SPRJnZJBPQ\">pic.twitter.com\/SPRJnZJBPQ<\/a><\/p>\n<p>\u2014 Jack in the Box (@JackBox) <a href=\"https:\/\/twitter.com\/JackBox\/status\/1418980180664614915?ref_src=twsrc%5Etfw\">July 24, 2021<\/a><\/p>\n<\/blockquote>\n<p>Jack in the Box\u2019s strategy also included a virtual concert with a superhero-themed band, The Aquabats, interactive channels dedicated to Funko Pop figures, the Marvel Cinematic Universe, and the DC Universes.<\/p>\n<p>\u201cWe 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,\u201d said Ryan Ostrom, Jack in the Box\u2019s CMO, via emailed comments. \u201cDiscord was the perfect platform to host our digital after party because it allowed us to take a personalized approach in engaging with our communities.\u201d<\/p>\n<h2 class=\"wp-block-heading\">How can brands use Discord to build a solid community strategy?<\/h2>\n<p>Of course, with NFT and metaverse news popping up in every corner of the web, community-based platforms would become popular, but it\u2019s important to understand that <strong>platforms like Discord aren\u2019t going to become the new TikTok<\/strong> or something like that.<\/p>\n<p>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\u2019t be the highlight here, but the relationship it builds and how to make users feel like they\u2019re a real part of what\u2019s being created, not just waiting for the creation to be ready for their like (or dislike, in some cases).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discord branding is a concept that is gaining a lot of attention these days. Right now, many brands are using Discord to test Marketing strategies and to build engaged brand communities. Check out some real examples!<\/p>\n","protected":false},"author":1,"featured_media":86550,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,122],"tags":[],"class_list":["post-86549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-everybody-writes","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Times Brands Used Discord for Branding And To Engage Communities<\/title>\n<meta name=\"description\" content=\"Samsung and other brands are using Discord to build brand communities. 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