Transforming Brand-Customer Connections with POAP and Lineage Protocol’s NFT Solutions

Lineage Protocol
4 min readMar 27, 2023


In recent years, brands have been striving to retain and engage their customers amid growing concerns about data privacy, particularly following the iOS privacy update. Web3 technologies offer a more personalized approach, enabling brands to tap into the power of communities. As customers increasingly ignore traditional advertising efforts and seek more organic engagement with brands, NFTs present a promising opportunity for brands to connect with their audience. In this article, we’ll explore how the Proof of Attendance Protocol (POAP) has achieved success and how it can be further enhanced with the help of Lineage Protocol.

The Next Frontier in Brand Loyalty: POAP, Dynamic NFTs, and the Evolving Customer Experience

As major brands strategize their Web3 initiatives, Gartner predicts that by 2024, 50% of publicly listed brands will incorporate NFTs into their brand or digital ecosystem presence. NFTs are expected to play a crucial role in strengthening digital ecosystems and driving enterprise valuations.

Starbucks is one company already exploring NFT technology, integrating it into its Odyssey loyalty program. This program features coffee-themed NFTs that correspond to real-world experiences and serves as an extension of Starbucks’ existing, Starbucks Rewards, loyalty program while leveraging Web3 technology.

POAP, or Proof of Attendance Protocol, is an NFT awarded to participants of events, courses, or activities as a symbol of recognition for their attendance or participation in online or in-person events.

The primary goal of POAP is to enhance brand engagement and retention. Lineage Protocol empowers brands to create dynamic NFTs that evolve in response to the current state of the NFT market, delivering a personalized experience for customers.

Dynamic NFTs elevate the POAP experience by providing real-time updates and personalization for users. They enable event-specific customization, fostering a more immersive and engaging experience for participants. These NFTs can mirror changes in real-world events, ensuring the digital tokens remain relevant and current. Moreover, they support unique features such as gamification or dynamic artwork, further increasing user engagement.

Lineage Protocol allows brands to utilize evolving POAPs across all blockchain networks, creating additional engagement opportunities with customers and fostering innovative brand collaborations. The protocol recently made its debut at the OffChain event in Kuala Lumpur on March 21st, 2023.

OffChain origins in Malaysia

OffChain Malaysia was co-founded by Lineage Protocol’s CEO, Wilson Tay alongside Dave Feng (Oasis Metaverse Venture) and Sashie Kumar (Arkatia Hospitality). Initially, it was a small group of Web3 creators and innovators focused on building within the space, but it has since grown into a full-fledged organization connecting Web3 builders and innovators in the region.

Evolving POAP experience powered by Lineage Protocol

On March 21st, during the OffChain conference, a new method of rewarding attendance and engagement was introduced, powered by Lineage Protocol. This innovative approach allows attendees to collect points and advance to higher levels (each event = one level) as they participate in real-life events in Kuala Lumpur. Lineage Protocol not only enables NFTs to change state and reflect real-world changes but also facilitates effective cross-chain collaborations between brands looking to expand their customer base through evolving NFTs.

Dynamic POAP experience powered by Lineage Protocol.

Attendees at the event could mint a free NFT, which granted them additional perks such as complimentary drinks and discounts. OffChain founders and CEO Wilson Tay plan to leverage this technology to collaborate with brands, offering more rewards to attendees as they participate in more events and accumulate points. This strategy aims to create a more immersive experience for loyal members while building a strong brand presence, ultimately providing a valuable way to reward dedicated brand supporters.

OffChain’s plan involves collaborating with new projects to deliver exciting utilities that their community members will genuinely appreciate. As more people attend their events, the value and exclusivity of their NFTs will increase, fostering a sense of community and positioning regular attendees as role models for newcomers to emulate.

In summary, the fusion of POAP and Lineage Protocol is paving the way for brands to engage with their customers in a more personalized and impactful manner. As more brands adopt Web3 technologies and integrate dynamic NFTs into their strategies, we can anticipate a rise in partnerships, collaborations, and interactive experiences that offer tangible value for the most devoted customers and community members. By leveraging the power of evolving NFTs, brands can cultivate a stronger sense of belonging and inclusivity while enhancing their brand presence and overall attractiveness.

As we look to the future, the potential applications of dynamic NFTs and POAPs are vast, spanning loyalty programs, event-based rewards, cross-brand collaborations, and multi-chain interoperability.

As the technology continues to evolve and mature, it will be fascinating to witness the creative ways in which brands harness these tools to strengthen their relationships with customers and design immersive, engaging experiences that stand out in an increasingly competitive digital environment.



Lineage Protocol

Middleware metadata infrastructure enabling limitless NFT interaction and utility.