The NFT Marketing Revolution - Australian Open meets the metaverse?

NFTs are popping up in marketing campaigns across all industries. But is it just the hottest trend or are they an effective innovation in marketing?

The Australian Open. One of the world's most iconic Tennis Grand Slams. People tuning in all over the world at all times of the day and night to watch athletes perform at their best. And now they bring in NFTs? 

During times of limited travel and isolation the Australian Open brought about a whole new dimension for experiencing the momentous event through 6,776 art balls, all auctioned online as NFTs and linked back to the live action on the tennis court.

Through collaboration with virtual world Decentraland, blockchain developer Run It Wild and web3 Utility creator Metakey the Australian Open released 6,776 ‘art balls’ into the NFT market. With each ball corresponding to a 19x19cm plot on the court, ball owners entered the lottery for a winning shot to hit their personal plot of court and the relevant rewards.

For every winning shot from each of the tournament's 600 matches an NFT would correspond. Through the NFT buyers got to purchase a moment of history within the metaverse where they’d receive an airdrop with footage of the point, virtual wearables and Australian Open merchandise. By linking NFT identification, real-time data and tangible merchandise the Australian Open has created a mixed-reality experience where quite literally every shot counts.

Ash Barty’s Winning NFT Art Ball

Barty’s recent retirement from professional tennis renders her Art Ball a collector’s item; marking her final winning shot in a major tournament

Artwork by @RidleyPlummer

But a grand slam isn’t the first. The NBA tried it out last year and large companies including  Pizza Hut, Pringles, Taco Bill, Coca - Cola, to name a few, all released their own NFTs. Digital assets seem to offer new avenues for brands and marketers to be creative. Using NFTs, brands can now tokenize a piece of their brand, a moment in time or a story they want to share. 

So why are marketers turning to the metaverse? 

Well it's all about building community and connection. Suddenly you are not just watching the game but becoming part of it.  NFTs allow the possibility for viewer interaction that we’ve never seen before in a seemingly limitless and hyper-customisable way. Brands now have the opportunity to innovate the way they connect with their consumers.

But it’s not just about engaging audiences, it’s about authenticity too. In the past brands have been reluctant to use digital goods as part of their marketing, threatened by how easily copied and replicable these items are. However now with the emergence of NFTs, ownership can be verified and the real value of digital goods and art alike can be ensured.

Sugar Glider Digital could connect you with an artist that represents your brand in a meaningful way. Whether you subscribe to our rental service and choose from our curated marketplace or we design a custom project for your business. Art is an incredibly powerful tool for marketing and impactful consumer interaction.

Rod Laver Arena in the Metaverse (Image courtesy of Australian Open)