One of the vital elements of a marketing plan is promotions. From traditional advertising such as brochures and flyers to digital advertising, firms have found creative ways to broadcast their message to potential consumers. The latest addition to the array of marketing options is NFTs. NFTs have the potential to be a powerful tool to engage consumers. Each NFT is unique by nature. NFTs can become a powerful tool for brand awareness with qualities like uniqueness and exclusivity.
There are many products and services available to people today, creating clutter. Consumer brands are trying to break through this clutter and stand out so their message can be heard. This is important to the route to market strategy for companies. Everyday retail consumers directly contribute to the revenue for these companies. The needs and wants of retail consumers are ever-changing. This dynamic nature of consumer choices pushes brands to innovate in all areas of their marketing strategy.
Many big brands have shaped the advertising landscape over the years. At the forefront of innovation in marketing were brands like Nike, Coca-Cola, Apple, and others. This article will showcase five consumer brands that have successfully integrated NFTs into their marketing activities. These brands inspire others to follow and are changing the landscape of advertising today.
- Nike
One of the pioneers of innovative advertising has been Nike. Its hugely successful Just Do It campaign has not only impacted the ad landscape but also had a cultural impact.
RFTKT Studios specializes in creating innovative collectibles and was recently acquired by Nike. NFTs in the form of shoes and sneakers are a part of these collectibles. Imagine your avatar wearing a unique Nike sneaker, and this sneaker is the only available model ever made. This uniqueness of the sneaker makes it very valuable. It’s exciting to think of other possibilities this collaboration will produce.
2. Coca-Cola
Coca-Cola released four NFTs in July 2021. Each NFT creates a unique experience. The owners of these NFTs unlocked surprises during the reveal. To make this happen, Coca-Cola partnered with one of the leading names in Metaverse innovations, Decentraland. One of the NFTs was a Coca-Cola jacket that can be worn by an avatar in Decentraland.
Coca-Cola auctioned these NFTs on the Open Sea platform for International Friendship Day. The revenue collected was used to sponsor the Special Olympics. A Coca-Cola refrigerator was awarded to the winning bidder.
3. Burger King
Burger King partnered with the NFT platform, Sweet, to launch the Keep It Real Meals NFT campaign. Lil Huddy, Anitta, and Nelly collaborated with Burger King for this campaign. Three collectibles were created for each singer by their name.
Customers get an option to select one of the three boxes when they buy a Burger King meal. There is a QR code in each box. Customers are awarded NFTs by scanning the QR code. The next challenge is to find the other two NFTs. Customers are awarded a surprise fourth NFT once they have collected all three. Customers who have collected all three NFTs can also win free whopper burgers for an entire year.
4. Lamborghini
When it comes to exclusivity, few brands come close to Lamborghini. As a part of their epic road trip, Lamborghini released five space-themed NFTs. Lamborghini has collaborated with NFT Pro for this campaign.
One of the NFTs is a mind-blowing image of a Lamborghini Aventador shredding in space. This NFT is a special image as it is a culmination of more than 1500 real pictures of the Lamborghini parts. An actual physical key component that was sent and returned from the International Space Station is linked to this NFT.
5. Samsung
Samsung has always supported innovations in crypto. In an NFT marketplace by Gemini, Nifty Gateway partnered with Samsung to launch a Smart TV NFT platform in its premium range. NFTs can be purchased on Samsung Smart TVs. This is a first-of-its-kind innovation, and no other brand has done this. Customers will have access to more than 5000 digital artworks. The aim is to get a billion people to access this artwork.
Conclusion
With so many big brands entering the NFT space, other brands are getting inspired and are bound to follow. NFTs have the potential to create tremendous media buzz and attract the attention of consumers. They can attract a lot of super-fans as they are tools of exclusivity. An annual growth rate at a CAGR of 30% is projected for the NFT market. NFT marketing will be a part of every brand’s marketing checklist as the adoption of this new technology is ever-increasing.
