The NFT space is in its infancy, yet brands are already using it in their marketing campaigns. In taking advantage of NFTs and the nascent metaverse, everyone from car manufacturers to fashion boutiques are reaching out to the young, hip, and trendy at the very cutting edge of tech.
There are many reasons why brands are jumping on the NFT bandwagon:
- Providing users with unique brand experiences.
- Giving customers a chance to own a virtual twin of their physical item.
- The ability to authenticate purchases and prevent counterfeiting.
- NFTs are a form of resellable equity, just like Rolexes or Nikes on the gray market.
Examples of Brands Using NFTs
Acura Mints a Car NFT
Acura is introducing its 2023 Integra model with the launch of its first NFT, as well as opening a digital showroom in the metaverse. The first 500 customers to book the car can claim a limited-edition NFT, designed by artist Andreas Wannerstedt.
Acura’s NFT will feature different textures and colours for the Integra, while the metaverse caters to consumers’ increasing interest in buying cars online. This trend is already in practice by services like Carsome and Carro.
Papa Johns Drops Cheesy NFTs
Pizza chain Papa Johns dropped its first NFTs in its Papa X Cheddar marketing campaign to promote its new Cheddar range of pizzas. The collection of 19,840 NFTs will drop nine on trend bag designs inspired by the pizza delivery hot bag, with 19,840 inspired by the date that Papa Johns was founded in 1984.
The NFT hot bags were designed by professional NFT designer Tom Hoff, based in Spain, and artist Ash Sketch from London’s Central Saint Martins. Fans can also grab a limited-edition number of real-world hot bags via fashion marketplace Depop.
Nike Enters Metaverse with NFT Shoe Designer
Nike entered its famous swoosh in the metaverse as the sportswear giant announced it has bought RTFKT Studios, a company that makes digital sneakers.
RTFKT, pronounced “artifact”, is described by Nike as “a leading brand that leverages cutting edge innovation to deliver next generation collectibles that merge culture and gaming.” Nike already has a showroom on gaming platform Roblox, where visitors can dress their avatars in Nike apparel.
The Associated Press Turns Photojournalism into NFTs
The venerable news agency AP has turned its vast photo library into NFTs, allowing users to purchase them. These photos include thought-provoking images like war zones and climate change, including Pulitzer-Prize-winning images and highlighting specific AP photographers.
The NFTs will include metadata like the time, date, location, equipment and technical settings used to capture the shot. All proceeds will go back into funding AP journalism.
