For the most part, non-fungible tokens (NFTs) have two primary use cases: buying and selling digital products (digital art, virtual fashion items) and building digital communities (exclusive memberships, access to events).
These use cases can easily be adopted by brands and companies, such as fashion brands selling digital clothing, various companies offering NFT-based club memberships, and musicians holding exclusive concerts for their fans.
Traditional German companies are also jumping on the bandwagon, recognizing the potential of NFT technology to innovate and market their products and services.
Deutsche Post combines NFTs and AI
Deutsche Post, the German postal service, will release its first limited edition collector’s stamp on November 2, 2023. A classic adhesive stamp will come with a digital image – an NFT that represents ownership of the stamp.
The first stamp contains a pixelated image of the Brandenburg Gate, generated by artificial intelligence (AI). Other iconic German monuments will be featured on upcoming stamps in the collection.
It remains to be seen whether the NFT stamp collection will be a commercial success. However, it is an important step for Deutsche Post, which wants to expand its reach in the digital world.
First official Deutschland-#Krypto-#Briefmarke kommt. More: https://t.co/IqcouOeygG pic.twitter.com/XS4y5nkFCo
— Deutsche Post and DHL News (@DeutschePostDHL) October 12, 2023
Lufthansa takes to the skies with NFT art
NFTs can also be used for various loyalty programs, offering customers a more rewarding and engaging experience, while giving businesses a new way to connect with their customers and build brand loyalty.
An example of such a program is Lufthansa’s NFT loyalty program on the Polygon network. In collaboration with Lufthansa Innovation Hub and Miles & More, the frequent flyer program, Lufthansa has developed the Uptrip mobile application that allows passengers to convert their travel experiences into NFTs. These NFTs can then be redeemed for rewards such as mileage bonuses and business lounge vouchers.
Lufthansa’s @Uptrip_app loyalty program builds #onPolygon to turn flights into rewards
Collect NFT trading cards for every flight and claim rewardsLearn more about the new Miles & More and @LHInnovationHub experience: https://t.co/MjQihK8xUx pic.twitter.com/JfUEoUJxNR
— Polygon (Labs) (@0xPolygonLabs) August 31, 2023
According to Christopher Siegloch, head of program development and services at Miles & More, the app has already generated a lot of interest among Lufthansa customers. Since launch, more than 20,000 users have registered and more than 200,000 collectible cards have been issued. Siegloch emphasizes that gamification elements play a crucial role in introducing participants to Web3 technologies such as NFTs, and that the app successfully translates the enthusiasm for collecting into the digital world.
Additionally, the app will introduce a digital marketplace where users can trade and sell their NFTs in the second half of 2023, with special NFT reward offers planned for the future.
Adidas and Hugo Boss give a new view on fashion
NFTs are also reaching fashion brands. For example, German apparel company Adidas continues to refine its Web3 strategy by actively using NFTs to find new ways to connect with its community of athletes, sneakerheads and sports enthusiasts.
Recently, Adidas introduced a series of limited-edition NFT sneakers inspired by their iconic shoe designs. These digital sneakers can be showcased in virtual environments, allowing users to express their love for the brand in the metaverse.
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Adidas is also discovering new ways to use the full potential of NFT to encourage its community. The latest example is The Adidas /// Studio, or Triple Stripes Studio, which launched a Web3-based digital artist-in-residency program to showcase and support aspiring creators in the NFT space. According to Adidas, the aim is to support and nurture creative talents in the digital world, giving artists the opportunity to showcase their work and collaborate with the sportswear giant. This collaboration extends beyond digital projects and may also include physical products in the future.
Another German fashion brand, Hugo Boss, has also entered the NFT arena with a focus on fashion in the metaverse. The company collaborated with renowned digital fashion designers to create a range 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 world.
Mercedez-Benz digitized its history
Mercedes-Benz boasts a rich history spanning more than 130 years, attracting a devoted following of nostalgia enthusiasts and collectors. The brand’s iconic models, vintage cars and related items, both in their original form and as miniature models and toys, remain attractive. In line with its strategic direction, the German automaker is venturing into the Web3 space with the launch of Mercedes-Benz NXT to further its community engagement.
In September, Mercedes-Benz launched its third NFT collection: The Era of Luxury. These collectibles created by Mercedes-Benz NXT Icons are digital reinterpretations of the most remarkable designs from seven design eras. The collection extends from the present to the early history of the automobile.
1/ What a fantastic reveal on Wednesday! In this thread we would like to show you a selection of combinations of the Mercedes-Benz NXT Icons from “The Era of Luxury”.
Let’s start with Mercedes-Benz NXT Icons #41 collected by Pakwalker. ↓ pic.twitter.com/ogyubfA9M8
— Mercedes-Benz NXT (@MercedesBenzNXT) September 29, 2023
All three NFT collections show how Mercedes-Benz is actively exploring the possibilities of combining the digital world with car design. This effort is led by the brand’s Chief Design Officer, Gorden Wagener, who guides the Mercedes-Benz design team in creating digital collectibles. The primary goal is to reinterpret the brand’s most iconic designs and present them in the digital format of NFT cards.
Ritter Sport, Haribo and Katjes create sweet NFTs
Ritter Sport, a German chocolate brand, also ventured into the NFT world by launching a limited series of digital chocolate bars as NFTs in August 2023. The NFT collection is called Art of the Square and consists of 256 digital pixel artworks, each representing a square Ritter Sportbar.
gm! Ganz in de sin by Clara Ritter has created a collection and digital collectibles: “Art of the Square” on 23.08. at 4 p.m. in the Verkauf, the admission list is online! Here entlang: https://t.co/oSYzlJqKb8 & https://t.co/WnzbYI3c71#web3 #digitalart #hodl pic.twitter.com/9gIEcKpkNe
— ClaraRitter.eth (@clararittereth) August 9, 2023
It’s not just Ritter Sport that uses such creative marketing strategies to connect with a tech-savvy audience. Other German food brands have also released their NFT collections. For example, in April 2023, pastry chef Katjes released his NFT collection of three unicorn babies named Dash, Willow and Sparkles.
This was Katjes’ second NFT campaign after releasing a limited-edition collection of 777 unicorn NFTs in May 2022. Both campaigns were a way for Katjes to reach a younger audience, as unicorn babies are a popular character among children and teenagers.
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Haribo, a German confectionery company known for its gummy bears, has also entered the NFT world. In April 2023, the company filed for NFT trademarks in the United States, signaling plans to expand its brand into the digital world. The trademarks cover a wide range of digital assets, including digital avatars, multimedia files containing confectionery-related artwork, cartoons and other items authenticated by NFTs.
German confectionery company #HARIBO has registered its name as a trademark for:
✅ Smart watches
✅ VR glasses
✅ Media verified by NFTs
✅ Jewelry and toys… and much more! #NFT #MetaverseNFT #GoldBears #Trademark #Candy #NFTs #VR pic.twitter.com/y7WqNVJC7c
— Mike Kondoudis (@KondoudisLaw) April 26, 2023
Adidas, Haribo, Lufthansa, Deutsche Post and other traditional German brands have joined the growing list of companies venturing into the NFT space. This expansion marks a significant shift in the perception of NFTs, as they are no longer seen solely as a niche investment opportunity.
Instead, NFTs are increasingly seen as a mainstream marketing tool and a way to experiment with new concepts that bridge the virtual and physical worlds and build new communities.