"To make it easier on marketers,Discord launched its first homegrown advertising product, Quests, in March 2024 worldwide. Since then, the ad offering - which rewards users with on-platform benefits like stickers and badges for watching videos or performing other promotional tasks - has been the exclusive territory of gaming and entertainment brands like "Call of Duty" and "Star Trek: Strange New Worlds. It has notably not won over more mainstream advertisers in categories like tech and consumer goods."
"Brands like Jack in the Box, Samsung, Netflix and Mentos have instead spent the last year partnering directly with server owners on Discord, paying them to share promotional links and content across digital communities that sometimes boast over 100,000 individual users. For its June campaign, for example, Jack in the Box collaborated with theagencyWildfire to sponsor a network of servers including NA Practice Scrims, a Fortnite community on Discord with roughly 114,000 members."
Discord launched Quests in March 2024, offering rewards like stickers and badges for watching videos or completing promotional tasks. Quests has primarily attracted gaming and entertainment brands and has not significantly engaged mainstream advertisers in tech and consumer goods. Mainstream brands have instead paid server owners directly to share promotional links and content within Discord communities. Jack in the Box, Samsung, Netflix and Mentos are among brands that pursued server partnerships. Jack in the Box sponsored a network including a Fortnite community with roughly 114,000 members to drive engagement toward a sponsored livestream.
Read at Digiday
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