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百事可乐品牌乐事在营销活动中使用NFTs

2021-9-4 11:12

 

百事的薯片品牌乐事(Lay’s)与数字资产平台project Ark在罗马尼亚合作推出了一个不可替代代币(NFT)项目。这一举措使得乐事公司也加入了使用这项技术作为营销工具的品牌行列。


2018年,乐事在美国发起了一场名为“与乐事一起微笑”的营销活动。该活动以薯片包装上激动的微笑为特色,每购买一件物品,就向国际儿童医疗慈善组织“微笑行动”捐赠一笔钱。


从那时起,“微笑”的主题一直是乐事营销策略的一个核心方面,甚至在活动结束后,并为他们在2020年的“每日微笑”活动做出了贡献,该活动旨在建立一个与蒙面脸的对比。


根据微笑的主题,在罗马尼亚的雷的运动的非测试题目是“与雷分享微笑”。实施数字资产的战略突显出,乐事可能试图吸引更年轻的数字原生消费者群体。拍卖还支持一种参与和互动的营销方法。


非功能性测试代表了超过3000个微笑的视觉安排。数字资产是在Polygon网络上创建的,这是一个比主以太坊网络更节能的以太坊侧链。这幅画正在“雷的公海”(Lay’s Open Sea)网页上拍卖,成交价已超过30万美元。所有收益将用于罗马尼亚的教育、生态和社会问题的四个非营利组织。


Carbonbase首席执行官兼Project Ark创始人Max Song表示:“SMILE impact tnft是跨行业合作的一个例子,可以以一种创造性的方式推动社会影响,增加持续价值。”“打造NFTs与让世界变得更美好之间存在明显的协同效应。”


NFT是impact tnft倡议的一部分,该倡议是由“方舟计划”发起的一个在线市场,旨在资助世界各地的动物和环境保护工作。与此同时,Ark项目是一个区块链驱动的保护平台,由Carbonbase和世界野生动物基金会熊猫实验室共同打造。


其他使用nts作为营销工具的品牌包括奥迪、Bacardí和DKNY。另一个角度是通过NFTs在网络游戏中使用产品定位。Nascar与数字赛马ZED run合作,将Nascar品牌的马匹作为NFT植入游戏中,可口可乐通过数字现实游戏《去中心区》(Decentraland)推出了一个NFT系列。

 

PepsiCo’s potato chip brand Lay’s launched a non-fungible token (NFT) project in partnership with digital asset platform Project Ark in Romania. The initiative sees Lay’s join an expanding list of brands using the technology as a marketing tool. 

In 2018, Lay’s launched a marketing campaign in the U.S. titled Smile with Lay’s. The campaign featured excited smiles on potato chip packages, and for every purchase, a donation was made to Operation Smile, an international children’s medical charity. 

Since then, the theme of “Smiles” has been a core aspect of Lay’s marketing strategy even after the end of the campaign, and contributed to their “Everyday Smilers” campaign in 2020, which was looking to build a counterpoint to masked faces. 

Following the theme of smiles, the NFT for the Lay’s campaign in Romania is titled “Share smiles with Lay’s”. The strategy to implement digital assets highlights that Lay’s is likely trying to attract a younger and digitally native consumer base. The auction also supports an engaging and interactive marketing approach.

The NFT represents a visual arrangement of over 3000 smiles. The digital asset was minted on the Polygon network, an Ethereum sidechain that is more energy-efficient than the main Ethereum network. It is being auctioned through Lay’s Open Sea page, and the bidding has passed $300,000. All proceeds will go towards four non-profit organizations active in Romania’s educational, ecological, and social issues. 

“The SMILE ImpactNFT is an example of cross-industry partnership that can drive social impact in a creative way that adds ongoing value,” said Max Song, CEO of Carbonbase and Founder of Project Ark. “There are clear synergies between minting NFTs and making the world better.”

The NFT is part of the ImpactNFT initiative, which is an online marketplace launched by Project Ark funding animal and environmental conservation efforts around the world. Meanwhile, Project Ark is a blockchain-powered conservation platform built with Carbonbase and the World Wildlife Fund Panda Labs. 

Other brands using NFTs as a marketing tool include AudiBacardí, and DKNY. Another angle is using product positioning in online games through NFTs. Nascar has partnered with digital horse racing ZED run to place Nascar branded horses as NFTs in the game, and Coca-Cola launched an NFT collection through the digital reality game Decentraland. 

 

来自: Ledger Insights