How major German firms like Mercedes and Lufthansa are using NFTs


For essentially the most half, nonfungible tokens (NFTs) have two major use instances: Buying and promoting digital merchandise (digital artwork, digital vogue objects) and constructing digital communities (unique memberships, entry to occasions). 

These use instances will be simply adopted by manufacturers and corporations, reminiscent of vogue manufacturers selling digital clothes, numerous corporations providing NFT-based membership memberships and musicians holding unique concert events for his or her followers.

Traditional German corporations are additionally leaping on the bandwagon, recognizing the potential of NFT know-how to innovate and market their merchandise and providers.

Deutsche Post combines NFTs and AI

Deutsche Post, the German postal service, will release its first limited-edition collectible stamp on Nov. 2, 2023. A basic self-adhesive stamp will include a digital picture — an NFT representing possession of the stamp.

The first stamp includes a pixellated picture of the Brandenburg Gate generated by artificial intelligence (AI). Upcoming stamps within the assortment will function different iconic German landmarks.

It stays to be seen whether or not the NFT stamp assortment will probably be a business success. However, it’s a important step for Deutsche Post, which is seeking to increase its attain into the digital world.

Lufthansa takes to the skies with NFT artwork

NFTs may also be used for numerous loyalty applications, providing clients a extra rewarding and participating expertise whereas offering companies with a brand new approach to join with their clients and construct model loyalty. 

An instance of such a program is Lufthansa’s NFT loyalty program on the Polygon network. In collaboration with Lufthansa Innovation Hub and Miles & More, its frequent flyer program, Lufthansa has developed the Uptrip mobile application that permits passengers to show their journey experiences into NFTs. These NFTs can then be redeemed for rewards reminiscent of mileage bonuses and enterprise lounge vouchers.

According to Christopher Siegloch, head of program improvement and providers at Miles & More, the app has already generated important curiosity amongst Lufthansa clients. Since its launch, over 20,000 customers have registered, and greater than 200,000 collectible playing cards have been issued. Siegloch highlights that gamification parts play an important function in introducing contributors to Web3 applied sciences like NFTs, and the app efficiently interprets the passion for gathering into the digital realm.

Furthermore, within the second half of 2023, the app will introduce a digital market the place customers can commerce and promote their NFTs, with particular NFT reward presents deliberate for the long run.

Adidas and Hugo Boss reimagine vogue

NFTs are additionally reaching out to vogue manufacturers. For instance, German attire firm Adidas continues to refine its Web3 technique by actively using NFTs to search out new methods to interact with its neighborhood of athletes, sneakerheads and sports activities lovers. 

Recently, Adidas introduced a sequence of limited-edition NFT sneakers impressed by their iconic footwear designs. These digital sneakers will be showcased in digital environments, permitting customers to specific their love for the model within the metaverse.

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Adidas can be discovering new methods to make use of the complete potential of NFT to encourage its neighborhood. The final instance is The Adidas /// Studio, or Triple Stripes Studio, which launched a Web3-based digital artist-in-residency program to showcase and help budding creators within the NFT house. According to Adidas, the objective is to help and nurture inventive skills within the digital realm, offering artists with a possibility to showcase their work and collaborate with the sportswear big. This collaboration extends past digital tasks and might embody bodily merchandise sooner or later.

Another German vogue model, Hugo Boss, has additionally entered the NFT area with a give attention to vogue within the metaverse. The firm collaborated with famend digital vogue designers to create a sequence of unique NFT clothes objects. These digital vogue items will be worn by avatars in digital worlds, permitting customers to decorate in fashion even within the digital realm.

Mercedez-Benz digitalized its historical past

Mercedes-Benz boasts a wealthy historical past spanning greater than 130 years, attracting a devoted following of nostalgia lovers and collectors. The model’s iconic fashions, classic vehicles and associated artifacts, whether or not of their unique type or as miniature fashions and toys, proceed to carry enchantment. In line with its strategic path, the German automaker is venturing into the Web3 house via the launch of Mercedes-Benz NXT to reinforce its engagement with the neighborhood.

In September, Mercedes-Benz launched its third NFT assortment: The Era of Luxury. These collectibles created by Mercedes-Benz NXT Icons are digital reinterpretations of essentially the most outstanding designs from seven design eras. The assortment spans from the current day to the early historical past of cars.

All three NFT collections present how Mercedes-Benz actively explores alternatives to mix the digital realm with automotive design. This endeavor is spearheaded by the model’s chief design officer, Gorden Wagener, who guides the Mercedes-Benz design workforce in creating digital collectibles. The major goal is to reinterpret the model’s most iconic designs, presenting them within the digital format of NFT playing cards. 

Ritter Sport, Haribo and Katjes create candy NFTs

Ritter Sport, a German chocolate model, additionally ventured into the NFT world by launching a restricted sequence of digital chocolate bars as NFTs in August 2023. The NFT assortment is known as Art of the Square and consists of 256 digital pixel artwork items, every depicting a sq. Ritter Sport bar.

Not solely Ritter Sport makes use of such inventive advertising methods to interact with a tech-savvy viewers. Other German meals manufacturers have additionally launched their NFT collections. For instance, confectioner Katjes launched its NFT collection of three unicorn infants named Dash, Willow and Sparkles in April 2023. 

This was Katjes’ second NFT marketing campaign after releasing a limited-edition assortment of 777 unicorn NFTs in May 2022. Both campaigns had been a manner for Katjes to achieve a youthful viewers, as unicorn infants are a preferred character amongst youngsters and youngsters.

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Haribo, a German confectionery firm well-known for its gummy bears, has additionally entered the NFT world. In April 2023, the corporate filed for NFT emblems within the United States, indicating its plans to increase its model into the digital world. The emblems cowl a variety of digital property, together with digital avatars, multimedia recordsdata with confectionery-related art work, cartoons and different objects authenticated by NFTs.

Adidas, Haribo, Lufthansa, Deutsche Post and different conventional German manufacturers have joined the rising record of companies venturing into the NFT house. This growth marks a major shift within the notion of NFTs, as they are not considered solely as a distinct segment funding alternative. 

Instead, NFTs are more and more being seen as a mainstream advertising device and a approach to experiment with new ideas that bridge the digital and bodily worlds and construct new communities.