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Looney Tunes “What’s Up Block?”: Turning a Century-Old IP into a Community
role.
Senior Producer, Creative & Marketing Operations
company.
Warner Brothers
The problem: Warner Bros. needed to modernize a nearly 100-year-old IP for a digital-native audience. Merchandise and linear content weren’t building community, loyalty, or new revenue, and passive viewers weren’t becoming stakeholders.
The insight: Fans don’t just want to watch Bugs Bunny. They want to own a piece of his legacy. Blockchain scarcity and utility could turn collecting into an interactive experience, with the NFT acting as a membership card to the franchise’s future.
The solution: WB launched 10,000 generative Looney Tunes avatars on the Palm network, built around story-driven utility, with exclusive content and upcoming “episodes” for owners. Gamified challenges and rewards kept the community engaged after purchase. Eco-friendly minting and credit card purchases opened the door to people new to crypto.
The results: A rapid sell-out that showed real demand for legacy IP in Web3, thousands of fans joining Discord for a direct line between the studio and its community, and a repeatable model for bringing classic animation to decentralized platforms.
