NFTs have long infiltrated the world of art and technology. Now a new trend has been noticed in the crypto space – NFTs are slowly but surely conquering marketing. They are not that hard to create, so some brands are already building marketing strategies around them. Let’s see how marketers are using NFTs to increase audience reach and generate profit.
Ignorance is bliss: "maps of the future" from Bicycle
The main way to promote a brand on the market is its maximum distribution. The bigger percentage of solvent audience will know about the product, the better. The younger generation today actively uses the space of metaverse, which means that if an entrepreneur needs profit, then it might be a good idea to advertise there.
The Bicycle, a playing card brand, has a long history. Company started working in 1885 and needed no introduction in the last century. But times, like markets, change, and now it is necessary to attract the audience. So Bicycle's marketing campaigns put a bet on the fascination of young investors with NFTs. In December 2021, they presented their NFT collection to the world. The artist Adrian Valenzuela developed a unique design for cards. The CEO of the company Stefaan Merckx called this step into the NFT world "a special moment in our history”.
Marriott's NFT Collection: Success in recognition
The American company Marriott, a global brand of resorts, used NFTs in its Marriott Bonvoy travel program. The campaign was called "Power of Travel'' and consisted of three different NFTs. They were created with the help of professional artists – JVY, TXREK and Erick Nicolay, and inspired by different travel experiences.
Marriott presented their NFTs at the international exhibition of contemporary art — Art Basel, held in Miami in 2021. Through collection, the company wanted to show the excitement and satisfaction traveling brings. The marketing move worked, there was an instant buzz around the brand, and after Art Basel, the flow of customers to Marriott increased.
NFTs strengthen the brand image: Robert Mondavi's unique wines
Robert Mondavi has been called an icon of California winemaking. At the end of 2021, the company joined the NFT concept of product promotion, not to expand the audience, but to strengthen the image of its brand.
Together with porcelain house Bernardo and artist Clay Heaton, Mondavi released a collection of wines with porcelain bottles and personal NFTs for wine authentication. Thus, the company seeks to protect the quality of its wine and isolate its products from fakes. The collection was named "MCMLXVI". It consists of 1966 exquisite 1.5L porcelain bottles, and the NFTs embedded in them have been recognized as unique pieces of art.
The company's website says that wine and NFT collectors are united by a love of authenticity, traceability and belonging, so the union of these two communities was a natural process.
Charity Marketing: NFT by Kinetic Sand
A popular Kinetic Sand toy company has created three NFTs and put them up for an auction. All funds raised were donated to Boys & Girls Clubs of America to expand their arts programs. These NFTs were created by artist Dan Lam. The marketing policy of Kinetic Sand worked – a charitable move attracted millennial investors who share the company's values to the project.
Pre-orders or passion for NFT by Gary Vaynerchuk
American entrepreneur, writer and crypto enthusiast Gary Vaynerchuk has long been known for his passion for NFTs. He is ready to use them at any opportunity, even to promote his new business book, “Twelve and a Half: Leveraging the Emotional Ingredients Necessary for Business Success”.
Despite the fact that Vaynerchuk is already a fairly popular writer, and his book, with a high degree of probability, would have become a bestseller even without the NFT, the entrepreneur decided to play it safe. The scheme for attracting sales was simple: for every 12 copies purchased by customers during the day, they were awarded 1 NFT. Due to this, the book collected more than a million pre-orders on the first day.
The crypto industry is no longer part of the fantasy world. More and more brands are deciding to dive into it. NFT in marketing today is both – a "breath of fresh air" in advertising, and a way to protect the honest name of the brand from fakes. The range of usage is quite wide and has not been fully explored. Marketers have an excellent chance to become pioneers of new techniques for making a profit and attracting customers with the help of NFT.
If you want to learn more interesting facts about crypto then check out our blog! You might like our articles “NFTs From Politicians and Musicians” and “National Geographic Issues an NFT Collection”.
