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 What was new yesterday can become outdated in the shortest amount of time.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:
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 collection aimed to raise awareness among the two billion people who do not have access to safe water.
The NFTs have been minted as generative art, meaning computer 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 NFTs will entirely support. Their branding method will use NFTs for both funding and audience engagement. Audiences can access special rewards and may even be involved in creative choices when watching. The shows are set to air as any normal show would.
Acura
In a unique method of digital branding, the carmaker Acura will honor its newest model by making it 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 company launching of their digital showroom in the metaverse this month.
Blue Diamond
Best known for its Almond Breeze milk, Blue Diamond is also concurring with the metaverse. 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 consists of 1,000 free tokens representing banana almond milk digital art, which come with a one-year subscription to the real product. 5% of the resale will be going to Future Farmers of America.
Paper Johns
The popular pizza company recently launched its first line of NFTS through a series of handbag designs inspired by its pizza delivery bag; they call it Johns X Cheddar. The collection includes 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 to celebrate Women’s History Month. Inspired by their own Women Empowerment charm, the NFTs are set to digitally market five artists who created the NFTs. They 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, Parler recently announced its plan to create Donald Trump-themed NFTs. Launching through the NFT marketplace DeepRedSky, the announcement features 250 NFTs at first, with the ultimate goal of 10,000.
Liquid Death
The canned-water brand will drop 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. The tokens' marketing 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, who cover issues such as space and the climate war.
Duke University
Inspired by its men’s basketball team, Duke University will drop its 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 participate in an 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. Other tokens will provide 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 auction a unique pass for 30 days, representing one team each. The same benefits will be offered as before.
Monster Fight Club
Horror fans can 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 market themselves and build their brands digitally. The “Ducks of a Feather” platform will also help fund athletes from the university’s multiple teams. This platform is experimenting with the NIL rule prohibiting college athletes from financially benefiting from their “personal brand.”
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