When we talk about marketing, nothing has built so much excitement as the non fungible tokens (NFTs) in the last year. Brands have been digitally experimenting in the metaverse to witness how they can also be a part of the NFT space. With that note, we will have a look at the brands on NFT and how they are using this technology to attain their marketing goals.
NFTs are designed as digital assets and they cannot be replicated such as owning a real work of art online. They are created with the help of blockchain which implies that they have unique identification codes. And these NFTs are being highly used by the brands both cutting edge and classic as a part of their marketing strategy. So without any further wastage of time, we will get into looking at the brands on NFT. These names can also be used as NFT marketing examples.
Brands On NFT: Top Brand’s Ideal Marketing Strategy
The NFT fever has been spreading like fire across the globe. For those who do not know, NFTs are a form of digital assets which utilize the blockchain to track the ownership of assets. And this explosion of NFTs is not only restricted to celebrities across the globe, there are now brands on NFTs that use this technology to market their products and services.
In December 2021, sportswear leader Adidas Originals released its first NFT drop of physical and digital products. It had linked up with large names in the NFT space, that include the Bored Ape Yacht Club, gmoney, and also the team behind Punks Comic for the NFT launch.
The NFTs gave purchasers access to digital wearables for the blockchain-based gaming space, The Sandbox, and a physical tracksuit, hoodie, and gmoney’s iconic orange beanie. Adidas even clicked an NFT for itself, a Bored Ape Yacht Club NFT, that is named Indigo Herz.
And that is not all. Even in January 2022, Adidas and also Italian luxury fashion house Prada had joined forces to release an NFT project that was created on the Polygon network that would enable fans to contribute their own designs.
In recent times, luxury automobile entity Lamborghini had declared the release of its space-themed NFT collection in January 2022. And, on 1st February 2022, it tweeted regarding the 360 Lamborghini Aventador NFT collection by Cars NFT club.
The special narrative behind the NFT release dates back to 2019 when Lamborghini had sent a small piece of carbon fiber composite for research purposes to the ISS (International Space Station), as a part of a joint research project.
So, the ‘physical space keys’ are created from this material itself, which had really been to space. Simply put, the keys are designed and made from samples of carbon fiber that the company had sent to the ISS, with every space key having a virtual twin piece of art as an NFT that will be available via scanning a QR code on the back of the physical asset.
This collection is designed of 5 exclusive space-themed virtual artworks formed by a yet undisclosed artist. But more information about the identity of the artist and an auction date for the collection is anticipated to be announced soon. This can be among the largest NFT companies if they market their NFT efficiently in the future.
In July last year, for celebrating International Friendship Day which took place on July 30, Coca-Cola had launched a series of 4 NFTs, which were animated, one-of-one digital artworks offering multi-sensory experiences, and unlocked surprise products upon buy for the first owner.
The surprises had things like a ‘Coca-Cola Bubble Jacket Wearable’, a product that can be worn on the digital reality platform Decentraland, the ‘Coca-Cola Friendship Card’ that was inspired by the original 1940s artwork, to name a few.
All these were auctioned for more than 72 hours as a single ‘loot box’, with the winning bidder also getting a real-life, completely stocked Coca-Cola refrigerator. All proceeds from the NFT auction were navigated towards Special Olympics International.
And that was not all. Coca-Cola again issued a fresh set of 4 branded NFTs in December 2021 via the VeVe platform. It was a collection of festive digital collectible snow globes that featured the iconic Coke polar bears and the falling snow, as part of a blind box providings. This implies that you do not know what collectible or rarity you have received until your successful purchase. Also, this has become among the top NFT brands.
Adidas’ rival Nike too has inserted its toes into the NFT space. In December 2021, Nike had declared the acquisition of RTFKT Studios, which is termed as
“a leading brand that leverages cutting edge innovation to deliver next-generation collectibles that merge culture and gaming.”
Launched in January 2020, RTFKT, pronounced as “artifact”, sells digital products such as sneakers in the form of NFTs. While declaring the deal that month, Nike CEO John Donahoe had termed the acquisition of RTFKT as another step
“to serve athletes and creators at the intersection of sport, creativity, gaming, and culture.”
Even though the other information about the deal was not disclosed, one of RTFKT’s co-founders Benoit Pagatto stated that
“This is a unique opportunity to build the RTFKT brand and we are excited to benefit from Nike’s foundational strength and expertise to build the communities we love. Nike is the only brand in the world that shares the deep passion we all have for innovation, creativity, and community, and we’re excited to grow our brand which was fully formed in the metaverse.”
5. Louis Vuitton
The first name that comes from the list of NFT fashion brands is Louis Vuitton. This leading luxury French fashion company, as well, caught the NFT craze. In remembrance of the 200th birth anniversary of Louis Vuitton, who was born on August 4th, 1821, the brand formulated Louis The Game which brings the spotlight to its rich heritage via NFTs and in-game developments. The video game even sports a sole character by the name of Vivienne who has been designed to resemble Louis Vuitton.
While playing the NFT game, you can get into the legacy of the fashion house and assemble monogram candles in the process that are required to access other levels. You can also personalize your character with varied Louis Vuitton monogram colorways and prints, and even get to know about LV’s history across the game, by collecting postcards and other memorabilia.
In the early weeks of this January, Samsung declared that it is aiming at extensive support for NFTs starting with its 2022 TV lineup. During its press release, Samsung said that
“With demand for NFTs on the rise, the need for a solution to today’s fragmented viewing and purchasing landscape has never been greater. In 2022, Samsung is introducing the world’s first TV screen-based NFT explorer and marketplace aggregator, a groundbreaking platform that lets you browse, purchase, and display your favorite art — all in one place.”
Samsung also stated that this platform will allow creators “share their art with the world” and allow potential purchasers to preview an NFT before buying it and know about an NFT’s history and also blockchain metadata.
When we talk about brands on NFT, how can we miss this company? In December 2021, Pepsi had declared the first-ever foray into the developing space of NFT with the ‘Pepsi Mic Drop’ genesis NFT collection. Pepsi declared that it tries to create 1,893 unique generative-style NFTs. In the press release of Pepsi stated that
“The exclusive generative traits of the Pepsi Mic Drop genesis NFT collection, is generated randomly by an algorithm so each NFT is totally unique and different.”
Along with that, the Pepsi Mic Drop NFTs will be grounded in distinctive microphone visuals and inspired by iconic Pepsi flavors that include silver diet Pepsi, red Pepsi wild cherry, classic blue Pepsi, black Pepsi zero sugar, and even the fan-favorite crystal Pepsi, and many more.
The Pepsi NFT collection is created by and formulated with Vayne raNFT, which is a consultancy under the umbrella of the VaynerX holding entity. Users had to enter a waitlist, and once they are verified, they will be able to mint one of 1,843 Pepsi Mic Drop NFTs free of charge.
Another big name on this list of brands on NFT is McDonald’s. In November last year, McDonald’s US released its first NFT. In a desire to do something big on the 40th anniversary of the McRib, McDonald’s launched a limited edition of 10 McRib NFTs in the US. Created to commemorate the return of the fast-food restaurant’s limited collection McRib to its menu in November last year, McDonald’s offered its first-ever NFT promotion.
This luxury brand NFTs offered a limited number of NFTs as part of a digital collectible art collection that featured the McRib as a way of formulating excitement about the temporary return of the product along with limited availability. The collection of 10 individual McRib NFTs was only accessible to those who retweeted the invitation of the brand, which over 21,000 people did within just a few hours, and closely 93,000 had done by the beginning of this year.
9. Burger King
Another burger chain that got into the NFT space is Burger King. In September last year, the fast-food restaurant chain declared the release of an NFT campaign known as the “Keep It Real Meals” initiative.
The campaign was in association with the NFT marketplace Sweet. The NFT marketplace had unveiled the partnership. This NFT initiative portrays QR codes tethered to nearly 6 million meal boxes. Scanning the QR codes will unlock a virtual collectible and Burger King’s declaration states
“collecting them can lead to unlocking bonus NFTs.”
Another brand on NFT that did not shy away from entering this space, has been the designer eyewear business Ray-Ban. In October last year, it entered the NFT area by auditioning off its first, and only NFT that featured the iconic Aviator sunglasses of the brand.
It was formulated by German artist Oliver Latta, famous for his provocative 3D motion designs. The NFT was auctioned on OpenSea with the income going to the Italian Art Trust.
The Bottom Line
Even though the NFT space is relatively new, many famous brands have started to see the potential in this space holds, especially when it comes to NFT brand marketing. There are many brands on NFT that have to outshine now. In the above article, you have seen the top 10 brands that have released their own NFTs and are now doing really well in the market.
Frequently Asked Questions On Brands On NFT
1. What is the most popular NFT?
The most popular NFTs include Bored Ape Yacht Club, CryptoPunks, The Sandbox, VeeFriends, Doodles, Cool Cats, Decentraland, and Art Blocks.
2. What are some examples of NFT?
Some examples of NFT include avatars, digital and non-digital collectibles, domain names, and event tickets.
3. What can I buy using NFT?
NFTs are also creating waves as in-game buys in video games. These digital assets can be bought and also sold by players, and they also include playable assets such as skins, unique swords, or avatars.