Nonfungible tokens (NFTs) have become increasingly popular in recent years, with their primary use cases being the buying and selling of digital products and the creation of digital communities. Brands and companies have recognized the potential of NFT technology and have started adopting it to innovate and market their products and services.
Deutsche Post, the German postal service, is one such company that is jumping on the NFT bandwagon. On November 2, 2023, Deutsche Post will release its first limited-edition collectible stamp. This stamp will come with a digital image in the form of an NFT, representing ownership of the stamp. The first stamp in the collection features a pixellated image of the Brandenburg Gate, generated by artificial intelligence. This move by Deutsche Post demonstrates its desire to expand its reach into the digital world and explore new ways of interacting with customers.
Lufthansa, the German airline, is also embracing NFTs to enhance its loyalty program. In collaboration with Lufthansa Innovation Hub and Miles & More, its frequent flyer program, Lufthansa has developed the Uptrip mobile application. This app allows passengers to turn their travel experiences into NFTs, which can then be redeemed for rewards such as mileage bonuses and business lounge vouchers. Since its launch, the app has garnered significant interest, with over 20,000 users registering and more than 200,000 collectible cards issued. Lufthansa recognizes the importance of gamification in introducing participants to Web3 technologies like NFTs and successfully translates the excitement of collecting into the digital realm.
German fashion brands are also exploring the potential of NFTs to engage with their communities. Adidas, a leading apparel company, has introduced a series of limited-edition NFT sneakers inspired by its iconic footwear designs. These digital sneakers can be showcased in virtual environments, allowing users to express their love for the brand in the metaverse. Additionally, Adidas has launched the Triple Stripes Studio, a digital artist-in-residency program that supports and showcases budding creators in the NFT space. The collaboration aims to nurture creative talents in the digital realm and may extend to physical products in the future. Similarly, Hugo Boss has entered the NFT arena by creating a series of exclusive NFT clothing items. These digital fashion pieces can be worn by avatars in virtual worlds, allowing users to dress in style even in the digital realm.
Mercedes-Benz, a renowned German automaker with a rich history, has ventured into the Web3 space through the launch of Mercedes-Benz NXT. This initiative aims to enhance engagement with the community by creating digital collectibles that reinterpret the brand’s most iconic designs as NFT cards. The Era of Luxury, Mercedes-Benz’s third NFT collection, features digital reinterpretations of designs from seven different eras. This blend of the digital realm with automotive design showcases the brand’s commitment to exploring new opportunities.
Even German food brands are getting in on the NFT trend. Ritter Sport, a chocolate brand, launched a limited series of digital chocolate bars as NFTs. These digital pixel art pieces depict a square Ritter Sport bar and engage with a tech-savvy audience. Similarly, confectionery companies Haribo and Katjes have entered the NFT space. Haribo has filed for NFT trademarks, indicating its intention to expand its brand into the digital world. These trademarks cover various digital assets, including multimedia files, cartoons, and other items authenticated by NFTs.
The adoption of NFTs by traditional German brands like Adidas, Lufthansa, Deutsche Post, and Mercedes-Benz marks a significant shift in the perception of NFTs. They are no longer viewed solely as a niche investment opportunity but as a mainstream marketing tool. NFTs provide a way for brands to experiment with new concepts that bridge the virtual and physical worlds, engage with their communities, and build new connections.