Coca-Cola has teamed up with 3D creators in Tafi to organize an auction of NFT special edition virtual “booties”. Proceeds from the event will be donated to the Special Olympics, of which Coke is a longtime sponsor.
Coca-Cola today announced its first foray into the world of non-consumable tokens (NFT) with a new partnership with Tafi, which creates custom avatars and branded 3D content.
To celebrate International Friendship Day on July 30, Coca-Cola will hold an auction of NFT “booty boxes” created by Tafi. The set includes digital clothing that can be used in Decentraland, a decentralized open access 3D virtual reality platform hosted on the Ethereum blockchain.
“This is such an exciting space, because it’s very new and we feel like there’s something interesting about not knowing exactly what would be in the loot,” Josh Schwarber, senior director of global digital design at Coca-Cola, tells The Drum. “It provided a way to bring the idea of friendship to life, with each of the different components as a unique expression.”
During the event, attendees can bid for the Coca-Cola Friendship Box, a virtual view of Coke’s classic vending machine. When opened, the box reveals additional NFT items, including a futuristic Coca-Cola bubble jacket, which can be worn with the brand’s iconic metallic red and brown, The Friendship Card, an updated version of the trading cards of the brand focused on the friendship of the 40s and The Sound Visualizer: which attracts users with familiar sounds from the lid of the bottle and the bubbling of a freshly poured cake on ice. The winner will be able to access additional exclusive digital collections by opening the box.
And, according to Schwarber, activation includes brand identity and core values. “We have a history of uniting people through our brand and we had the idea of a‘ surprise and delight ’friendship box to celebrate International Friendship Day, which hosts different NFTs,” he says. “We included some of the properties most associated with our brand, but we reinvented them for the metaverse with movement and multisensory expression. It quickly took on a life of its own and turned out to be something that feels good for Coca-Cola. ”
Also, because the brand’s new NFTs are sensory and interactive, they can be enjoyed over and over again, just like Coca-Cola products, Schwarber noted in a statement released today.
And Tafi’s team agrees that the collaboration fits the brand’s ethos. The company’s chief operating officer, Ty Duperron, tells The Drum: “Coca-Cola is one of the most iconic brands in history, so considering its beloved collectibles (antique signs , vending machines, etc.), NFTs seem like a natural step forward today. “
Coca-Cola is the latest in a growing line of brands to immerse their feet in the so-called “metaverse”: a virtual space shared at the intersection of the physical and digital worlds. The convergence of virtual and augmented reality, games and blockchain technology are driving change, and the movement presents countless new opportunities for experiential brand marketing.
And Coca-Cola is eager to get a piece of the pie. “The metaverse, which is borderless and‘ geo-less, ’creates opportunities to connect with others like never before,” Schwarber said in the statement.
Proceeds from the auction will be donated to Special Olympics, a cause the Coca-Cola company has supported since its founding in 1968. Today, James Quincey, president and CEO of Coke, serves on the board of Special Olympics. Directors alongside his predecessor Muhtar Kent.
The auction will be held from July 30 at 12:01 am UTC to August 2 at 8:00 pm UTC at OpenSea, a peer-to-peer marketplace for NFT and digital collecting.
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