The recently unveiled ‘Masterpiece’ Collection, a curated collection of digital artworks endorsed by Coca-Cola, generated $543,660 in revenue from Coinbase’s ‘Onchain Summer’ event.
The event, dedicated to celebrating the inaugural rise of the Base blockchain, witnessed fervent interest as more than 80,000 collectors diligently purchased eight different digital works over the course of 72 hours.
The collection interweaves revered classics, such as “The Scream” by Edvard Munch and “Girl with a Pearl Earring” by Johannes Vermeer, with contemporary creations from emerging talents such as Fatma Ramadan, Aket, Vikram Kushwah, Stefania Tejada and WonderBuhle.
Pratik Thakar, senior director of generative AI at Coca-Cola, praised the campaign:
“At Coca-Cola, our history of collaborating with the artistic community spans eras, and today’s technology and innovation open new and exciting avenues for our ongoing artistic partnerships.”
Pratik Thakar, senior director of Generative AI at Coca Cola
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The announcement of the “Masterpiece” collection, which marked Coca-Cola’s entry into the non-fungible token (NFT) space, echoes its previous initiatives, most notably the auction of its inaugural NFT memorabilia on International Friendship Day in 2021, with a portion of the proceeds benefit Special Olympics International.
The soda company also commemorated Pride Month in July 2022 with the unveiling of 136 cherished keepsakes.
Cryptocurrency collectors and enthusiasts can obtain these tokens through online marketplaces, establishing ownership and authenticity.
NFTs get the hype
This development comes on the heels of McDonald’s Singapore’s exploration of NFTs, including the McDonaldland mascot Grimace. Bandwagon Labs, a company involved in the Bitcoin industry, and NFT artist The Hidden Walls collaborated on the project.
And it’s live! #GRIMACE, a classic McDonaldland character introduced to the modern world of digital collectibles. Smitten into the @McDonalds app that millions of people call their happy place. Powered by Bandwagon Labs with artwork by @TheHiddenWalls. Keep up with the coin! ⚡️ pic.twitter.com/Z5U5T2sE8Z
— Bandwagon Labs (@BandwagonLabs) August 17, 2023
The Hidden Walls has designed an exclusive series of 2,000 digital collectibles for Bandwagon Labs to distribute.
Read more: McDonald’s Singapore launches Grimace NFT collectibles