In recent years, the popularity of NFTs has risen sharply. Many celebrities, companies and brands have decided to explore the fascinating world of NFTs, thus breaking records. According to the latest report “Global Non-Fungible Token (NFT) Market 2022” by research firm Research and Markets, the global NFT market is expected to reach $ 211.72 billion by 2030 and grow at a compound annual growth rate (CAGR) of 33.9% from 2022 to 2030. In this article, we will explore which brands that have recently succumbed to the charm of NFTs and the context in which they use them to connect with their community.
In January, Lamborghini launched a collection of five exclusive NFTs in collaboration with Swiss artist Fabian Oefner. These collectibles, created under the theme of space, have a Lamborghini Aventador Ultimae that floats through the air and its lower half decomposes. Each NFT symbolizes a piece of carbon fiber that Lamborghini sent out into space. A QR code is written on each piece of carbon fiber and refers to one of the collectibles. These NFTs were sold at auction in February for a total of $ 659,636.
In July 2021, Coca-Cola released a series of 4 collectibles. Sold as one set, the collection included a vintage cooler and bubble jacket to wear on Decentraland, a sound visualization that repeats the sound of a drink being poured over ice, and a Coco-Cola friendship card. The series was sold at auction on OpenSea for over $ 575,000. These funds were fully donated to the charity Special Olympics International. Subsequently, the company launched a new collection of four NFTs depicting festive digital snowballs.
Adidas, the sportswear giant, teamed up with Prada in January to create an NFT artwork of 3,000 tiles from artists around the world. The work was sold for 30 ETH at Supperare, where 15% of the proceeds went to the creators. That said, the previous month, Adidas launched its first collection of NFTs with both physical and digital items. These can be used in The Sandbox metaverse. For the launch of these collectibles, Adidas had partnered with Bored Ape Yacht Club (BAYC), GMoney and Pixel Vault. He also bought a Bored Ape avatar by name “Indigo Hertz”.
Last May, Samsung launched a platform dedicated exclusively to non-fungible tokens. baptized “Samsung NFT”, it allows users to browse, buy and sell NFTs directly from their TVs. In addition, in January 2022, the head of home appliances also implemented the Samsung 837X virtual store in the Decentraland meta-verse.
In November 2021, on the 40th anniversary of their popular McRib, McDonald’s created a limited edition of 10 NFTs with this sandwich. In December, the company set up NFTs for a scavenger hunt as part of a virtual event hosted by a California entertainment chain. So in February, the chain got off Fast food American has announced its intention to open a virtual store in the meta-verse after submitting ten applications for affiliate trademarks. This virtual restaurant is meant to receive 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 air-dropped their first collectible. In April 2022, Nike launched its first collection of NFT sneakers, called Cryptokicks. It includes 20,000 virtual sneakers, including one that sold for $ 134,000.
Burger launched a marketing campaign around NFTs in September 2021. The company had placed QR codes on nearly 6 million meal boxes. Scanning these QR codes unlocked NFTs whose collection could lead to rewards. The operation was performed in collaboration with marketplace Sweet.
On the occasion of Louis Vuitton’s 200th anniversary, the French luxury fashion house has created an NFT game called Louis The Game. The latter illustrates the legacy of the French leather goods manufacturer through a collection of exclusive collectibles. 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 has made its mark on the music industry. Pepsi Mic Drop NFT are graphic versions of microphones that capture the brand’s colors and flavors. The collection is produced in collaboration with VaynerNFT, a consulting company led by the communications company VaynerX.
In January 2022, the fashion house Gucci announced its entry into the NFT area with the SuperGucci project. This is a collection in ten parts created in collaboration with the toy and fashion brand Web3 Superplastic. Each NFT unlocks a ceramic figure handmade by the creators of Gucci.
NFTs are still in their infancy, but they have already demonstrated a number of strengths. Brands adopt them for a variety of reasons, including the desire to: strengthen the bond to 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, the motivations from a commercial point of view are not lacking. So whether you like them or not, NFTs are here to stay.
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I came to the blockchain out of curiosity and joined it out of passion. I was amazed at the possibilities it offers through its various uses. With my pen, I hope to help democratize this technology and show how it can help make the world a better place.