This is the watchword of the moment: NFT. Non-fungible tokens are on everyone’s lips for anyone who works in marketing. But not only. According to the Onclusive research institute, metaverse and NFT have seen a skyrocketing increase in the media in recent months. NFTs alone saw their media exposure multiply by five in one year to reach 14,127 reports between January 1 and May 15, 2022. Over the period, every Frenchwoman aged 15 and over was exposed on average 18 times to the topic.
Only in the last few days, the creations of NFT in France have multiplied with the approach of the VivaTech fair. Yves Saint Laurent Beauté, for example, announced on June 15 the launch of several activations around Web3, including the creation of NFT. Concretely, the cosmetics brand allowed VivaTech visitors and its followers on Instagram and Twitter to retrieve their first YSL Beauty NFT from the YSL Beauty Wallet application, based on the Ethereum blockchain.
“True recognition of its communities’ commitment, these 10,000 YSL Beauty gold blocks will unlock exclusive experiences, including early access to an operation on the P00LS platform, whitelisting for future NFT launches, and more.”states the brand in a press release.
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Another example, also announced at VivaTech, is the creation of the first NFTs by Les Echos, co-organizer of the show with the Publicis group. The corporate newspaper offered 1,000 NFTs “To accompany our readers in a first NFT experiment”he says.
1,000 unique digital versions of little Ekko, the character featured in the newspaper’s logo, have been created. Among them, 100 Golden Ekko will allow their owner to attend an Echos Week-End or Echos Start editorial conference.
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For its part, while the Publicis group presented its new chief metavers officer to VivaTech, its agency Marcel launched a collection of 200 NFTs with the image of each of its employees. Baptized Marcel NFTeams, this collection “Highlights its 200 employees through a unique card that presents the talent and what he is ready to offer to the owner of his NFT. A way to familiarize yourself with Web3 by owning your own token and selling it on the OpenSea market at the price you prefer “explains the agency.
In addition to Saint Laurent Beauté, Les Echos and Marcel, other brands and media have also launched their NFTs in recent months. Among them, 20 Minutes, NRJ, the Roland Garros tournament, Adidas, Nike and many others. According to The Metrics Factory, an agency specializing in social network analysis that recently launched an NFT project observatory for brands, 30% of CAC40 groups have already launched non-fungible tokens.
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