Coca Cola gets the taste of the NFT trend in charity auction for digital assets –

Coca-Cola is about to hold an auction for one-of-a-kind virtual loot boxes, special editions of Non Fungible Tokens or NFTs, and they’ve partnered with the 3D creators at Tafi. Profits from the auction will be donated to the Special Olympics, an event dedicated to individuals with intellectual and physical disabilities, and Coca-Cola has been a brand partner for a while. long time.

Coca-Cola, the world’s most popular soft drink maker, made an announcement today regarding their first project into the world of Non Fungible Tokens or NFTs. For this initiative, they partnered with Tafi, a company dedicated to creating 3D branded content and custom avatars.

To celebrate Friendship Day on July 30, Coca-Cola plans to auction a collection of virtual NFT ‘booty boxes’ creatively built and designed by Tafi. The kit contains digital products that can be decorated in an open access 3D virtual reality platform, which is also decentralized and hosted on the Ethereum Blockchain. The name of this platform is Decentraland.

Josh Schwarber, Coca-Cola’s senior global digital design director, said he’s excited about the entire NFT space they’re venting into because of its newness and originality, and he’s also excited about it. expressed that it was fun to not know what the loot boxes would actually contain. He added that the initiative provided a way to celebrate the idea of ​​friendship, with each component having a unique expression.

During the event, participants will be able to bid on the Friendship Box from Coca-Cola, a virtual remake of a vintage Coca-Cola vending machine. When opened, the box reveals additional NFT goodies, along with a futuristic designed Cola Bubble Jacket in the brand’s iconic metallic brown and red colors. It will also contain the Friendship Card, which is an improved version of the friendship card made by Coca-Cola in the 1940s, and The Sound Visualizer, which is essentially designed to engage users with long-familiar sounds. of the bottle cap is opened and Cola’s foam pours over the ice. Winners will have access to additional digital collections once they unbox.

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According to Schwarber, Coca-Cola has always been able to bring people together through their brand awareness, and this time to celebrate International Friendship Day, they came up with the idea of ​​a ‘unexpected and unexpected Friendship Box’ interesting’ combined with the use of a non-fungible token. He added that they took some of the most iconic properties associated with Coca-Cola and reimagined them with movement and other sensory expressions for the metaverse. He claims that these ideas come together quickly to create life and vitality of its own, eventually becoming something that feels right to Coca-Cola and more because NFT is interactive. and sensory, they can be enjoyed over and over again.

Meanwhile, the Tafi team agrees that the partnership is entirely in line with the spirit of the brand. Ty Duperron, Tafi’s chief executive officer, said that Coca-Cola is a historic brand worldwide, and keeping in mind the idea of ​​collectible memorabilia, the move to NFT seemed like a decision. natural and correct decision in our time. are living. According to him, this is definitely a step in the right direction.

Coca-Cola is the latest in a long line of brands that are actually experiencing the so-called ‘metaverse’, a virtual space at the intersection of the physical and digital worlds. The convergence of new technologies such as virtual and augmented reality, blockchain and games is driving these innovations, creating many opportunities for experiential brand marketing. According to Schwarber, this metaverse has essentially no borders and no geography at all, creating a compelling opportunity to connect with people in a unique way, and Coca-Cola is keen to be a player in the field. this area.

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Since 1968, Coca-Cola has been an ardent supporter of the Special Olympics cause, an event for individuals with special challenges, both children and adults. Profits from the auction will be donated to the Special Olympics authorities. James Quincey, president and chief executive officer of Coca-Cola, is also a member of the Special Olympics Board of Directors. He sits alongside his predecessor Muhtar Kent.

The auction will begin July 30 at 12.01 a.m. UTC and continue until August 2 to 8 p.m. UTC, on OpenSea, a peer-to-peer NFT marketplace for technical collections number.

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