This month: NFTs took on travel, terror, three-pointers, t-shirts and all you can NFTeat.
Marketing News & Strategy
The top 5 brand NFTs you need to know about right now
Ad Age's ranking of NFTs from brands and others leaning into the non-fungible token craze
Credit:
Under Armour
No. 5: VisitLEX: Non Fungible Thoroughbreds
Just before the holidays, tourism brand VisitLEX released an NFT line riffing on the ultimate stocking stuffer: a pony. But the collection of “Non Fungible Thoroughbreds,” 10 pixellated steeds, are far cries from the real deal. An accompanying campaign video, created with agency Cornett, hilariously depicts children throwing tantrums after they’ve unwrapped not one of Lexington, Kentucky’s famous horses, but a virtual collectible.
No. 4: Applebee's: Meta Mondays
Throughout December, Applebee’s and agency Grey Group rolled out a series of “Metaverse Mondays” promotions that combined the world of NFTs with physical, smellable, eatable food. Auctions were held for three tokens, representing the chain’s hamburger, boneless wings and Bourbon Street Steak. The buyer would receive not only the virtual illustration but also a year’s supply of the menu item. The Bourbon Street Steak NFT sold for $1,337. The proceeds of the sale benefitted each NFT’s artist and Applebee’s reported on social media that more “Metaverse Mondays” would take place in 2022.
No. 3: Masters of Horror: Hellraiser
Fear haunts the metaverse with the introduction of the first NFT drop from Boss Protocol’s Masters of Horror collection. The “Hellraiser” line, inspired by the classic horror film and featuring iconic villain Pinhead, grants minters access to exclusive physical artwork, collectables, fan events and film screenings. It’s like the Tarantino NFTs, but without the lawsuit. Masters of Horror teased to Ad Age more legacy horror IP will come to the metaverse soon.
Credit:
Boss Protocol Media
No. 2: Under Armour: Stephen Curry Sneaker
Last month, Under Armour and agency Berlin Cameron celebrated NBA star Stephen Curry’s record-breaking 2,974th three-point shot with a virtual replica of the sneaker he was wearing during the historic moment: Under Armour’s Curry Flow 9. Buyers of the virtual shoe will be able to outfit their avatars in it across multiple digital platforms, like Decentraland, Gala Games and The Sandbox. The 2,974 NFTs, starting at $333 each, were created with agency NewKino and Luna Marketplace and sold out in under 30 minutes.
No. 1: WS:NL: NFTee
Just when you thought there were no more NFTwists, Dutch retailer Winkelstraat.nl dropped a new spin on non-fungible tokens. The “NFTee” isn’t an NFT, it’s a t-shirt that a physical person can wear, but when scanned, launches an augmented reality animation of the top that connects to an NFT. Other brands, like K-Swiss, have launched simultaneous NFT and physical fashion lines, but WS:NL and agency We are Pi's take on the interaction between virtual and IRL clothing is a fascinating interpretation of metaverse apparel.
See this week’s Top 5 commercials and brand ideas here.
Check back next month for another installment of top NFT ideas.
