We have written extensively about the arrival of non-fungible tokens (NFTs), which are still somewhat recent, both as potential sources of revenue, alert destinations, and current pop culture markers. In 2018, I wrote about the Los Angeles Dodgers present Digital bobblehead doll Fans can use their secret hidden keys to send bobblehead dolls to their personal cryptocurrency wallet, or sell their own serialized bobblehead dolls to other fans. Later, I wrote about NFTs in the art world. Burned banksy For record settings Sale Beeple’s Every day – the first 5000 daysSold for $ 69.3 million (including fees). The actual use of NFTs is increasingly being considered outside of entertainment and IP portfolios. real estate market.Recently, the Spanish airline Air Europa is the first NFT plane ticketCalled “NF Ticket”, over $ 1 million.
NFTs can also be seen as a gateway for individuals and brands trying to understand where NFTs fit. Metaverse.. NFTs include videos, GIFs, avatars, works of art, real estate, tweets, designer shoes and more.
However, while millions of dollars of transactions have received all the attention (and are often very scrutinized), many are sold for much less money, and the medium-sized du Jules The market has become an attractive destination for brands looking for new ways to build relationships with consumers and grow new.
Here are some ways brands are jumping in:
Exclusive experience
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- Coachella earlier this year Lifetime Pass Sold To the music festival through the new NFT marketplace. The limited Coachella Key Collection NFT included a pass to Coachella each year, special benefits at the festival, digital merchandise, and lifetime access to virtual experiences.
- One of the lucky NFT collectors could go into space with a ballistic rocket. Uplift Aerospace, a pioneer in the space industry, Launch the PassNFT collectionContains 10,921 NFT artwork, each of which provides NFT owners with the opportunity to apply for a trip to space on a Blue Origin rocket. If the company chooses an amateur astronaut, all NFT owners will be able to convert tokens to Starborn NFTs. It includes an avatar in the company’s space metaverse, giving you access to real-world experiences such as rocket launch events.
Exclusive member
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- Adidas Originals has released a limited edition NFT exclusive series. In the metaverseHowever, some are available from the OpenSea secondary market. Owning an Into the Metaverse NFT gives you exclusive access to goods and virtual land experiences.
- A luxury car maker and well-known F1 team, McLaren has launched a new division of the company, the McLaren Special Operations (MSO) LAB. Digital only.. First, McLaren dropped a “pioneering collection of rare supercar NFTs” consisting of 2,012 NFTs that unlock access to the MSOLAB community. However, this first collection is by invitation only. This means that only those who own a physical McLaren car or are specially invited will be granted access to these NFTs.
Community building
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- Starbucks Global digital community Foster connections, relationships and collaboration. They plan to start by launching a series of branded NFT collections that give NFT owners access to exclusive experiences and perks.
- For that 20 season American idol Release NFT card packThis provides the fan community with the opportunity to earn special digital assets and cryptocurrencies, with the potential to win exclusive golden tickets that can be redeemed for a real trip to Hollywood.
Brand best practices
Here is the theme. For many, exclusivity and unique opportunities make NFTs valuable. This unique and unique code is exciting and weird for many people and businesses.
Know your audience: The Metaverse is vast and diverse and is still largely defined by community fragments. People around the world create, buy and sell NFTs every day. Some are young. Some are old. Some people are familiar with technology, while others know very little. Finding a space where the target audience and the envisioned product match is just as important in the virtual world as it is in reality.
participate: One strategy to better understand space of space. Branded NFTs are also a proactive way to establish a place in the Metaverse and lead consumers to real digital assets rather than knockoffs and other infringing assets.
Know the restrictions (of intellectual property rights): Content creators and NFT buyers may not understand IP rights and restrictions and how they affect NFT transactions.For example, as before Discussed, Physical object ownership and copyright ownership are separate. When a person purchases NFT artwork, the underlying artwork may not be copyrighted so that the NFT buyer can print the artwork and sell it on a T-shirt. The terms of an NFT transaction, including intellectual property rights and restrictions, must be clearly communicated in the smart contract or traditional contract that manages the transaction. Similarly, smart contracts have limitations, so in most cases NFT transaction management conditions should be captured by traditional contracts.
Regardless of the company’s approach to NFTs, branding, and the Metaverse, there is a risk of intellectual property infringement wherever there is intellectual property, whether it’s dipping, stepping in, or jumping first. It’s important to remember that. Making sure that all copyrights and trademark registrations are up to date is as essential as the evaluation of the trademark registration class. For example, Mark can be registered on clothing such as shirts, trousers, and shoes, but it does not necessarily include virtual clothing worn by avatars and collectable NFT shoes. In other words, the brand’s existing trademark may not cover the Metaverse. To take action, some brands are currently revaluing their trademark portfolios and currently registering marks in additional categories to expand their protection in the world of digital assets and experiences.
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