Case Studies Media & Marketing

Bored Ape Yacht Club BAYC cracks the code for NFT fandom

Case study by Mark Mulligan, Karol Severin, Srishti Das and Tatiana Cirisano
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Launched in April as the flagship creation of media company Yuga Labs, BAYC is a collection of ten thousand cartoon ape NFTs, priced at ETH apiece. The collection has generated more than billion to date...

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Fandom drivers From fan psychology to NFT demand