On 30th July 2022, Coca-Cola launched a new NFT collection to celebrate its first anniversary in the metaverse. Coca-Cola ventured into the digital world in 2021 when it partnered with Tafi, a 3D art platform, to create unique virtual NFT loot boxes and auction them in the metaverse on Friendship Day.
“Coca-Cola is one of the most collectible brands in the world, and it has shared its rich heritage with consumers through simple moments of joy for decades.” Selman Careaga, president, Global Coca-Cola Trademark.
The loot boxes contained 1-of-1 Coca-Cola branded NFTs, like a futuristic Bubble Jacket Wearable, a Friendship Card, Coke’s vintage 1956 cooler, and a sound visualizer that makes the sound of a bottle opening and being poured.
The NFT collection made more than $1 million dollars in revenue for the brand and built its place in the metaverse.
Coca-Cola NFT Collection
To celebrate its one-year anniversary and thank the community members for showing huge support for the campaign, Coca-Cola decided to launch a completely new NFT collection created by Tafi.
A truly unique NFT that only reveals the underlying art when shared with a friend. The NFTs were inspired by the bubbles inside a Coca-Cola bottle and these NFTs were exclusive to Coca-Cola NFT owners. NFT owners had to visit the Coca-Cola NFT microsite to connect their wallets with the original NFTs and once verified, they received new collectibles through airdrops from Coca-Cola. Users could only see the design after they shared it with a friend and that’s what made the collection truly unique.
Coca-Cola NFT owners get exclusive access to Coke Studio-powered experiences, gaming events, and early access to Coca-Cola Creations’ limited-edition product launches.
Pratik Thakar, Head of Global Creative Strategy, Coca-Cola said:
“International Friendship Day—which launched our metaverse journey in 2021—is the perfect milestone opportunity to thank and celebrate the people who have joined us. We hope to strengthen and expand our ‘Real Magic’ community by building connections through a variety of physical and virtual Coca-Cola experiences.”
What comes next?
Coca-Cola has announced a number of events across 2022 including Halloween and International Single Day in November 2022, to take the user experience to the next level and make the Coca-Cola metaverse experience as fun and engaging as possible.
Coca-Cola has already launched more than 4000 digital collectibles to this day starting from International Friendship Day in 2021 with the “Loot Box” collection followed by a collection on International Burger Day and a unique International Pride Day collection to support the LGBTQIA+ community in collaboration with the acclaimed South African fashion designer Rick Minsi. And the owner of any one of these collectibles was eligible for The Friendship Day Collection airdrop.
Marketing Analysis
The metaverse is the next level of sensory engagement and brands like Coca-Cola have recognized the ocean of opportunities that lie within the virtual space. Metaverse is a compound of unique experiences that allow brands to connect with their customers and offer them unique and engaging experiences.
A lot of young attention has been garnered in the virtual world. Brands like Coca-Cola made an early decision to get involved with this young audience at an early stage and build a strong community of individuals who are extremely passionate about technology and have a huge influence on the purchasing habits of people around them.
Coca-Cola chose the perfect day to start its journey in the metaverse and made a mark in the ecosystem by launching a special surprise for its users.
The amount of support Coca-Cola has garnered is a testament to the fact that every brand should take this opportunity and try to get a head start in the digital world of engagement and unique experiences. The marketing opportunities that the metaverse offers are immense. This is extremely rewarding for brands that want to create innovative and engaging experiences for their customers.
