• Emily King

How Large Brands are Utilizing NFTs for Marketing


NFTs and digital marketing

Today’s brands are always focusing on the next thing.


What was new yesterday can become outdated in the shortest amount of time. Some trends, however, seem to be growing in popularity and are quickly becoming mainstream.


One such trend is the usage of NFTs.


NFT, which stands for a non-fungible token, is widely used in both private lives and businesses. Some of the largest brands now utilize non-fungible tokens in digital marketing.


These companies are using NFTs to their advantage:


Example of an NFT

Stella Artois

This Belgian brewing company created an NFT collection of 1,024 in support of Water.org for World Water Day this year.


The intention behind the creation was to bring awareness to the two billion people without access to safe water.


The NFTs have been minted as generative art, meaning computers algorithms will be able to manipulate them to combine various traits to form unique artworks inspired by different water forms. Individual NFTs will cost 0.15ETH, around $438.05.


Production Companies

The production company behind popular shows such as “Keeping up with the Kardashians,” Bunim/Murray, is working towards creating shows that will be entirely supported by NFTs.


Their method of branding will use NFTs as both funding, and audience engagement.


When watching, audiences have the ability to access special rewards and may even be involved in creative choices.


The shows are set to air as any normal show would.


Acura

In a unique method of digital branding, the carmaker Acura will be honoring its newest model by making it into an NFT.


By purchasing one of the real Integras online, buyers will be eligible to receive the NFT version of their new car.


This will also prepare Acura customers for the companies launching of their digital showroom in the metaverse this month.


Blue Diamond

Best known for its Almond Breeze milk, Blue Diamond is off to concur the metaverse now as well.


In collaboration with three other companies, they recently announced a collection of NFTs called #APEFUEL, meant to nourish apes in the metaverse.


This is a particularly interesting way to handle digital marketing, as nothing like it has been done thus far.


#APEFUEL is made of 1,000 free tokens representing banana almond milk digital art, coming hand in hand with a one-year subscription of the real product.


5% of the resale will be going to Future Farmers of America.


Paper Johns

The popular pizza company recently dropped their first line of NFTS through a series of handbag designs inspired by their own pizza delivery bag; they are calling it Johns X Cheddar. The collection is made up of 19,840 items, a nod to the year Papa Johns was founded (1984).


The Grammys

Making their way into the music world, the Grammys dropped a line of free NFTs celebrating the annual awards ceremony.


The collection includes a singular NFT that provides two lucky winners with a travel stipend to the upcoming ceremony on April 3 in Las Vegas.


Leading up to the annual event, three other NFTs will be released highlighting work from digital artists.


Kendra Scott

Entering the realm of jewelry, popular brand Kendra Scott created their first NFT in celebration of Women’s History Month.


Inspired by their own Women Empowerment charm, the NFTs are set to digitally market five artists who created the NFTs and will highlight the lack of representation women currently have in the NFT art market.


Tokens are being sold for 0.1 ETH or, $280 and are accompanied by one of the aforementioned charms.


Parler

Known as the conservative-leaning social media app, Parler recently announced their plan to create Donald Trump-themed NFTs. Launching through NFT marketplace DeepRedSky, the announcement features 250 NFTs at first, with the ultimate goal being 10,000.


Liquid Death

The canned-water brand will be dropping a line of “Murder Head Death Club” NFTs where each token is a uniquely designed cartoon-severed head. Containing 6,666 NFTs, designs will come in varying rarities.


NFTs will provide buyers access to Liquid Death’s Discord community, virtual events, branded merch, and real-life perks. The non-fungible tokens will cost .0666 ETH each, around $186.


The Associated Press

In a negative turn of events, AP recently pulled the sale of an NFT due to the backlash they received.


Marketing of the tokens depicted a video of an overcrowded boat with migrants in the Mediterranean Sea.


The public was outraged by the video, calling it “dehumanizing” ultimately leading to sales being pulled later that day.


The tokens were meant to highlight the work of the company’s photojournalists covering issues such as space and the climate war.


Duke University

Inspired by their men’s basketball team, Duke University will be dropped their own collection of NFTs.


Available on OneOfNFT, the collection aligned with head coach Mike Krzyzewski’s last home game on March 5.


Some of the proceeds were donated to Krzyzewski’s higher education nonprofit, The Emily K Center.


Wrangler

This jean retailer announced they would be participating in a NFT auction celebrating singer-songwriter Leon Bridges.


The collection features 76 tokens designed with a custom outfit by Wrangler for Bridges. The winning bidder of one token will receive a replica of the outfit on their token.


The other tokens will be providing access to online content.


The NBA

In preparation for the upcoming All-Star Weekends, the NBA is launching “All-Star VIP Pass NFTs,” offering expansive packages for the games, including tickets.


The non-fungible tokens offer fans access to a giveaway using QR codes that will appear during the games.


The NBA will also be auctioning a unique pass for 30 days representing one team each. The same benefits as before will be offered.


Monster Fight Club

Horror fans will have the chance to mint a monster from one of 10 CryptTV monsters through 10,000 NFTs.


Owners of the NFTs will receive a collectible card, the ability to generate an NFT profile picture, access to exclusive content, and a downloadable 3D model of the monster.


The University of Oregon

Teaming up with Division Street, the University of Oregon is opening an NFT marketplace for student-athletes to digitally market themselves and build their brands.


Called “Ducks of a Feather” the platform will also help to fund athletes from the university’s multiple teams.


This platform is experimenting around the NIL rule prohibiting college athletes from financially benefiting from their “personal brand.”


With all of the ways digital marketing can be affected by non-fungible tokens, it’s no surprise the Metaverse grows more each day. Do you think NFTs will make their way into your home soon?