[RFW0010] Incentivising Brand interaction through use of ZEKE

[ProfilaMitchell]

Table of Contents

• Housekeeping
• The Problem
• User Story
• Request Type A/B
• Owner
• Summary
• Is This Really Necessary?
• Motivation
• Named concepts
• Examples, Risks & Assumptions
• Success Metrics
• Conceptual Design
• Drawbacks
• Alternatives
• New Data
• Business Release Date

Housekeeping

Make sure to clearly understand Type-A and Type-B requests, and the relevant limitations. Failing to follow the guidelines pertaining to the two acceptable types of RFWs will automatically lead to disqualification of the RFW.

Take time to complete each section below with as much detail as is required to establish a comprehensive understanding about the underlying product specification.

ALL BELOW FIELDS ARE REQUIRED

The Problem

Users are not rewarded or incentivised for interacting with brand content

User Story

As a user I want to interact with brand content so that I can be rewarded monetarily as well levelling up my Profila

• Medium business severity - Function is important to draw users to platform
• Medium priority - Large part of unique model that Profila offers

Request Type A/B

Type A
Existing RFW that alludes to ZEKE as a marker of XP found here

Owner

Michiel Van Roey

Summary

In this RWF our ZEKE is utilised as part of our gamified app experience, linking ZEKE to XP gained from interacting with brands (as apart from building up a profile, as explained in use case no. 1).

Is This Really Necessary?

Encouraging users to interact with brand content through monetary reward for their attention is the "best" way to sever the current paradigm of unrewarded advertising.

Motivation

ZEKE functions as a marker of progress in the app. It indicates the progress of a person’s self-discovery while he or she builds up the most accurate and authentical set of data about him or herself. It also measures your experience in relation to a specific brand or market. The higher you “level up” in your self-discovery process in the app, the more you will have access to exclusive brand content and experiences. ZEKE will be crucial in this customer-to-brand relationship process, as it empowers, rewards and protects people and incentivises both people and businesses to share better data, act more ethically when using data, and ultimately create a better customer relationship.

Named Concepts

Examples, Risks & Assumptions

1. Explain concretely what will manifest as a result of this RFW.

As noted in the complementary RFW, ZEKE (token) would be integrated in the Profila Platform as Experience and a Marker of Progress for Profila app users.

Experience or “XP” (read: $ZEKE) in this form will unlock various features within Profila that further enhance and reveal deeper means of interaction and engagement with brands, but also the user’s own data. This is achieved through a “levelling” based system (within individual Categories and at a profile level), but also through “badges” that are awarded for specific category achievements, as well as the ability to stake XP (explained in our Fund 7 Proposal). This functionality encapsulates both data management features as well as self-discovery and profile development features

2. Explain how is it different from what is already manifesting i.e. what we already have?

Currently there is no way for users to receive ZEKE for interacting with content from brands

3. Explain what Profila users/brands will experience as a result of this RFW. How will they feel as a result of it? How will they benefit as a result of it?

• Profila users will feel valued by brands in having a way to be rewarded financially for interacting with their content

• Profila users will feel aspirational in earning XP for building up their Profila

• Brands will feel more comfortable in using a platform where users are encouraged to have more authentic interactions with their most valued brands.

4. If applicable, provide sample messages for any new messages the system will display as a result of this RFW.

5. Define what is out of scope in this request.

The exact amounts of ZEKE denoted per action of the user are out of scope of this RFW

6. What are the data protection, privacy and security assumptions made for this request (example, should this be GDPR, HIPPA (healthcare), NIST compliant etc. - Speak to Michiel or Ipek!)

7. Explain how this user story will be supported (i.e customer support - if the user story fails technically, how will the user be supported).

8. Explain how this user story impacts revenue or billing (if applicable).

This RFW affects billing in that there is a transfer of ZEKE to the user

9. State any additional risks identified as a result of this user story.

There is a risk that users abuse the system, using false interactions only to gain ZEKE, with no real interest in the brands that they are interacting with

Success Metrics

Users are rewarded for authentic interaction with their favourite brands on the Profila platform.

Conceptual Design

ZEKE can measure an individual user’s “interactions” with a Brand within Profila. The XP that people can gain from interactions is linked to (i) brand content and advertising, and (ii) consumer content and feedback.

(i) Brand content and advertising

• People can use the app to view content from Brands (personalized advertising on products and services) and interact with such content by opening the add, clicking through, or adding a (positive or negative) sentiment to the add you like or dislike.

• People can earn additional brand-specific XP or content. The more you interact, the more your XP increases and the more ZEKE you collect. As you progress in levels you get more unique ads and personalized content, more unique opportunities, and rewards, you could potentially become a brand ambassador. At this point the interaction is very personal and unique.

• This then acts as an amazing selling point towards brands as they can witness how their existing consumers are so involved in specific niches and really build out their own nodes to reward the consumers who are working hard farming and levelling their brand’s node. For smaller brands, this opportunity is truly unique because you gain access to a consumer base that is highly active and marketable to and have the potential to cultivate super fans of your products by really building out nodes that compete with larger brands because you can focus on rewarding people who are really interacting with your ads on the platform.

(ii) Consumer content and feedback

• Another form of brand interaction where XP can be earned is through Moments, consumer created content that is directly shared with a brand. If a brand wants to commercially use your content, they can buy it in the form of an NFT. This can be seen under another RFW .

Drawbacks

Alternatives

New Data

Business release date

A rough timing for the planned release for the specification possibly resulting from this request.
The use of ZEKE as an incentive to interact with brands is requested by Q4 2022