The NFTs will embody the multi-sensory experience of the brand and will be available for a 4-day auction, starting July 30th via the digital marketplace OpenSea.
Fundraiser For Friendship
On the occasion of International Friendship, Coca-Cola is showing its love for long-time friend and partner (over 50 years), Special Olympics International, by auctioning off special edition collectible NFTs inspired by shared moments of friendship. To make this happen, the company has partnered up with the leading creator of custom 3D content for avatar and emoji systems, Tafi, and the agency that developed the initial concept, Virtue.
The collection is being designed as a ‘loot box inspired by the popular video game feature of sealed mystery boxes and will feature multi-sensory NFTs.
Commenting on the auction, Selman Careaga, president of Global Coca-Cola Trademark, said,
“Coca-Cola is one of the most collectible brands in the world, and it has shared its rich heritage with consumers through simple moments of joy for decades. We are excited to share our first NFTs with the metaverse, where new friendships are being forged in new ways in new worlds, and to support our longstanding friend and partner, Special Olympics International.”
What To Expect In The NFT Loot Box
The four-piece collection is being auctioned off as a single lot. It features an NFT Friendship Box as a nod to the brand’s 1956 collectible vending machines. Also, among the items included, there is a custom Coca-Cola Bubble Jacket Wearable, inspired by Coke’s retro delivery uniforms. The jacket also features the metallic red of the Coke can and the caramel brown tones of the drink itself.
Another exciting and innovative NFT included in the loot box is the sound visualizer, which captures the experience of drinking Coca-Cola through instantly recognizable auditory cues, including the unmistakable fizz of the drink. The final item in the loot box is a Friendship Card, a modern-day take of the famous Coca-Cola trading cards from the 1940s, bearing the “Symbol of Friendship” moniker.
As Careaga said,
“Each NFT was created to celebrate elements that are core to the Coca-Cola brand, reinterpreted for a virtual world in new and exciting ways.”
Launch Party At Decentraland
All the NFTs will be useable in the Decentraland metaverse, with avatars being able to don the Wearable Jacket and other surprise elements.
Announcing a launch party for the auction, Decentraland declared,
“Celebrate International Friendship Day at a special ‘can-top’ party, brought to you by Coca-Cola! Look for the giant Coke can, specially constructed for Decentraland, and join surprise music guests providing the party vibes. Party-goers will also have the chance to enter to win ‘Mythic’ Coca-Cola wearable t-shirts.”
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.