In recent years, the popularity of NFTs has skyrocketed. Many celebrities, companies and brands have decided to explore the fascinating world of NFTs, thus breaking records. According to the latest report “Global market of non-fungible tokens (NFT) 2022” from research firm Research and Markets, the global NFT market is expected to reach $ 211.72 billion in 2030, growing at a compound annual growth rate (CAGR) of 33.9% from 2022 to 2030. In this article, we will discover which brands have recently succumbed to the fascination of NFTs and in what context they use them to connect to their community.
In January, Lamborghini launched a collection of five exclusive NFTs in collaboration with Swiss artist Fabian Oefner. Created on the theme of space, these collectibles feature a Lamborghini Aventador Ultimae whizzing through the air, the lower half of which decomposes. Each NFT symbolizes a piece of carbon fiber that Lamborghini sent into space. A QR code is written on each piece of carbon fiber and refers to one of the collectibles. These NFTs sold at auction in February for a total of $ 659,636.
In July 2021, Coca-Cola released a series of 4 collectibles. Sold in a single set, the collection included a vintage cooler and bubble jacket to wear on Decentraland, a sound visualizer that replicates the sound of a drink spilled on ice, and a Coco-Cola friendship card. The series sold at auction on OpenSea for over $ 575,000. These funds were donated entirely to the Special Olympics International charity. Subsequently, the company launched a new collection of four NFTs depicting festive digital snow globes.
Adidas, the sportswear giant, partnered with Prada in January to create a 3,000-tile NFT artwork by artists from around the world. The work sold for 30 ETH on Supperare, with 15% of the proceeds going to the creators. That said, the previous month, Adidas launched its first NFT collection featuring both physical and digital items. These can be used in The Sandbox metaverse. For the launch of these collectibles, Adidas partnered with Bored Ape Yacht Club (BAYC), GMoney and Pixel Vault. He also purchased a Bored Ape avatar called “Indigo Hertz”.
Last May, Samsung launched a platform entirely dedicated to non-fungible tokens. baptized “Samsung NFT”, it allows users to browse, buy and sell NFTs directly from their televisions. Additionally, in January 2022, the home appliance leader also rolled out the Samsung 837X virtual store in the Decentraland metaverse.
In November 2021, on the occasion of the 40th anniversary of its famous McRib, McDonald’s created a limited edition of 10 NFT with this sandwich. In December, the company created NFT for a treasure hunt as part of a virtual event hosted by a California entertainment chain. Then, in February, the chain of fast food American has announced plans to open a virtual store in the metaverse after filing ten associated trademark applications. This virtual restaurant aims to take real food orders and market NFTs.
In December 2021, Nike entered the NFT world by acquiring RTFKT Studios, a decentralized digital fashion company. Two months later, the two companies launched their first collector’s item. In April 2022, Nike launched its first collection of NFT sneakers, dubbed “Cryptocalci”. It includes 20,000 virtual trainers, one of which sold for $ 134,000.
Burger launched an NFT marketing campaign in September 2021. The company had QR codes on nearly 6 million meal boxes. Scanning these QR codes unlocked NFT, the collection of which could lead to rewards. The operation was carried out in collaboration with the market Dessert.
On the occasion of Louis Vuitton’s 200th anniversary, the luxurious French fashion house created an NFT game dubbed “Luigi the game”. The latter illustrates the legacy of the French leather goods manufacturer through a collection of exclusive collector’s items. In addition, the world of video games invites players to discover its history by collecting postcards and other memorabilia.
In December 2021, Pepsi announced plans to create 1,893 NFTs to honor how it made its mark on the music industry. The Pepsi Mic Drop NFTs are graphic versions of microphones, which reflect the colors and flavors of the brand. The collection was produced in collaboration with VaynerNFT, a consulting firm led by the communication company VaynerX.
In January 2022, the Gucci house announced its entry into the NFT space with the SuperGucci project. It is a ten-piece collection created in collaboration with the toy and fashion brand Web3 Superplastic. Each NFT unlocks a ceramic figurine handcrafted by the creators of Gucci.
NFTs are still in their infancy, but have already demonstrated a number of strengths. Brands adopt them for a variety of reasons, including the desire to: strengthen the bond with their customer base, diversify incentive mechanisms, position themselves as avant-garde, attract a younger audience, open up to a geographically wider audience, have a unique brand identity on the internet, etc. In short, there is no lack of motivations from a commercial point of view. So, like it or not, NFTs are here to stay.
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I came to the blockchain out of curiosity and stayed there for passion. I was amazed at the possibilities it offers through its various use cases. With my pen, I hope to help democratize this technology and show how it can help make the world a better place.