I will tell you how brands can create their own NFT and show 5 stories for inspiration. It will be useful for marketing and creative directors, brand managers and anyone interested in NFT. Let's go!
NFT as a communication channel for brands
We don't care how much the NFT market bubbles and how long it lasts. It is interesting by the attention of the audience and hype. If the project turns out to be creative, catch your eye, then we will get our attention from the media and respect from the loyal audience of social networks.
You can use a graphic, illustration, or 3D animation. You don’t need to comply with any brand books, but just shine.
If you are not limited by the marketplace, you can create your own rules for the collection, for which only your imagination is enough: change the color depending on the season or completely rebuild the visual of the collection over time.
You can team up with artists, designers, bloggers, musicians, stylists, and other brands. This is an additional audience and informational occasion.
NFT can work in the real world.
You can announce the pre-sale of goods in the form of NFT, and physically produce it for ready-made purchases. For example, a collection of sneakers or unique sculptures based on the NFT visual.
Giveaways among buyers, contests, tests and any other form of involvement that can be associated with the main idea.
Profit from NFT depends on a strong idea and promotion. You can make good money from your collection and, for example, spend money on charity.
Ad agency Wieden + Kennedy, along with Old Spice and the Twitch audience, came up with a new flavor NFT. True, the only way to get a sniff is to use a super-fancy nose helmet VR device that was given away to one lucky viewer.
Adidas for Prada
Adidas and Prada have teamed up to create the Adidas for Prada re-source NFT collection. Any participant could upload their photo using Zack Lieberman's digital artist filter. In the form of a lottery, 3000 images were selected, which were combined into a common collage. All participants received full rights to their fragments and can resell them. All proceeds go to charity. Adidas also made a trendy collab with Bored Ape Yacht Club
The Lil Monsters Gang is an art collection created by PHILIPP PLEIN and ANTONI TUDISCO. It is interesting in that it is implemented both in the virtual NFT format and physically.
Playboy, inspired by the logo, released a collection of 12,000 bunnies. Each 3D character has unique traits, including background color, fur, glasses and props. The project is interesting in that each of the rabbits serves as a key to the Playboy Club, which provides exclusive access to membership events, goods and works of art. The price of NFT at the start of sales was 0.1953 ETH (about $730).
In addition to the bunnies, Playboy, in collaboration with SuperRare, posted a collection of 5 works, one of which is an original photo of a 1970 Playboy bunny girl on water skis. An exhibition and parties in Miami were organized around this event.
Pringles exhibited CryptoCryspi. Packaging exists only in the virtual space and is limited to 50 "packs". The starting price was only 0.013ETH (about $2). Something about the average price of a real bag of Pringles chips.
Cryptocrust flavored virtual Pringles are now available for purchase on the Rarible platform. The price has already reached 4.95 ETH. The NFT market is also actively used by other FMCG brands, such as McDonalds with its collection of classic menus.
Coca Cola. Cool animation from Coca Cola, the proceeds from the collection of which went to charity.
Pizza Hut introduced an NFT pizza called 1 Byte Favorites. Initially, the price of Pizza Hut NFT was supposed to be equal to “one bite of a real pizza” – 0.0001 ETH, or 20 cents of the Canadian dollar, but something went wrong, and now one pizza costs more than $8,000.
Mercedes-Benz has partnered with Art2People to create an exclusive Mercedes NFT collection inspired by the G-Class lineup. The Mercedes NFT project featured five NFT artists: Charlotte Taylor, Anthony Auty, Roger Kilimanjaro, Baugasm, and Anthony Tudisco.
Each NFT purchaser is automatically entered into a draw that will take place once collective NFT sales reach $1 million. The raffle prize will be a real Mercedes G-class.
Another popular car brand, BMW, also produced its NFT. The “cosmic” design of the digital project was conceived by the artist Gabriel Wikbold as a symbol of light, including the spiritual. He achieved the effect of glow both through a combination of colors and with the help of sparkles that completely cover the body.
Wikbold says that the design is intended to show "a universe with an infinite number of possibilities for each person." The proceeds go to educational institutions that train artists.
For the visuals and for bringing attention to the social theme, I like the Loreal project, which focuses on initiatives that empower women. It doesn't matter how much you are for or against feminism. For a women's brand and its new lipstick collection, this is a cool solution. And your NFT project, like paintings by artists, can become a kind of manifesto or simply draw attention to a certain problem. For example, WWF can make a collection of rare animals, where each buyer will provide this initiative.
How can a brand get attention with NFTs?
1.More creativity. As in any other format of communication with the audience, attention to you depends on how you stand out. Simply uploading your product as an NFT or asking a designer to draw pictures is weak. You need a strong solid idea that will hook the audience.
For example, PUMA might just add an NFT sneaker collection. But who cares? It will be more fun to create a cool Puma character and put her in different fashionable sneakers, the color of which will randomly change over time. In addition to all this, release a series of T-shirts with an NFT puma.
2. Prepare media articles and content for your social networks. Make stuffing in marketing channels. During the launch phase, speak as loudly as possible about your project. And don't forget about NFT chats where it's important to give a call to potential investors.
3. Tell a story. Think not from the picture, but from the story you want to tell the audience. For example, it will be much cooler for a bank not just to display a collection of their cards, but to introduce their own character
4. Focus on your fan base. Go beyond increasing the loyalty of your people in the first place. Create a project not for an abstract audience, but for people who follow you on social networks and use your products.