The fast food giant Burger King launched the “Keep it Real” NFT campaign and marked its entry into the world of web3 in September 2021. The campaign was an integrated plan to distribute digital collectibles through QR codes on the special “Keep it Real Meals”. And it was a special meal box offered by Burger King in collaboration with celebrities Nelly, Anitta, and LILHUDDY.
A total of 6 million “Keep it Real” boxes were made available in multiple Burger King outlets across America. Each meal box had a special QR code for the user, unlocking a digital collectible and a sea of offers linked to the NFT campaign. Users can avail of offers like free whopper sandwiches for a year, autographed swag, or a call with one of the partner celebrities once they successfully collect the three variations of the same NFT from all the partner artists. Burger King in an announcement said:
“Guests can choose from three Keep It Real Meal boxes curated by Nelly, Anitta, and LILHUDDY, available at participating U.S. Burger King restaurants, while supplies last,” the announcement explains. “When guests scan an artist’s Real Meal box QR code, they are awarded one of three variations on one of three collectible NFT game pieces. Guests complete the artist’s set when they’ve collected the same variation of each collectible NFT game piece.”
Burger King launched this campaign in collaboration with the NFT marketplace Sweet. And unlike other NFT campaigns by popular brands like Coca-Cola, McDonald’s, Pizza Hut, Domino’s, and Cadbury, this NFT campaign was quite special. Because instead of simply creating a digitized version of their products and listing them on an NFT marketplace, Burger King decided to go with an innovative campaign where customers get the NFTs as a reward for buying their product, and completing the entire collection also gives access to exclusive offers and benefits.
Marketing Analysis
Burger King has arrived late to the party but has made its mark in the web 3 community with its innovative ideas. The project has been a major success and all the meal boxes have been sold and all NFTs claimed by the customers. The buzz around web 3 is real and brands across industries have been engaging with web 3 enthusiasts trying to grab their attention and build a strong community by offering unique and engaging experiences through innovative marketing campaigns.
In August 2021, Visa marked its entry into the world of NFTs by acquiring one of the most sought-after NFTs in the community for more than $1,50,000. The project in question is Cryptopunks and Visa acquired Cryptopunk #7610 for a total of $1,65,000. Cuy Sheffield, Head of Crypto at Visa said in a post:
“To help our clients and partners participate, we need a firsthand understanding of the infrastructure requirements for a global brand to purchase, store, and leverage an NFT. With our CryptoPunk purchase, we’re jumping in feet first. This is just the beginning of our work in this space.”
NFTs and the Metaverse are crucial pockets of web3 and with the engagement levels rising at a sharp rate, brands are recognizing the limitless marketing and community building opportunities it offers. Brands like Burger King that can come up with new and innovative ideas consistently can garner huge support from the young user base that lingers in the realm of web3.
Proponents of web3 will reap the benefits of grabbing the opportunity early and making consistent efforts to give users something new to engage with. Burger King has set an example in the industry that NFTs can be used in new and exciting ways. Combining real-world products and Digital Assets together, Burger King has created an experience truly unique and exhilarating to the core.
Project Timeline
TL;DR
- The fast food giant Burger King launched the “Keep it Real” NFT campaign and marked its entry into the world of web 3 in September 2021.
- A total of 6 million “Keep it Real” boxes were made available in multiple Burger King outlets across America.
- King decided to go with an innovative campaign where customers get the NFTs as a reward for buying their product.
- The project has been a major success and all the meal boxes have been sold and all NFTs claimed by the customers.
- Combining real-world products and Digital Assets together, Burger King has created an experience truly unique and exhilarating to the core.
