Kia America is launching a TV commercial today that for the first time gives viewers the ability to claim a non-fungible token (NFT) by scanning an on-screen QR code. The 30-second spot for the 2023 Kia Soul crossover SUV is offering 10,100 Kia-themed tokens, according to information shared with Marketing Dive.
Three popular characters from the Dead Army Skeleton Klub (DASK), a group of computer-generated 3D skeletons whose NFTs can be collected and traded online, are featured in the ad driving the new Kia Soul out to campaign for a picnic. The spot is part of Kia’s wider ‘Built for Whoever You Are’ campaign.
David&Goliath, Kia’s official creative agency, worked with the automaker on the campaign. The NFT Sweet marketplace provides the supporting technology to claim the unique tokens and store them in a digital wallet, according to the announcement.
Overview of the dive:
Kia aims to engage consumers in the campaign for the 2023 Kia Soul with its offering of Kia-themed DASKs and NFTs to viewers of its ad. The tokens are partly inspired by the original DASK collection of nearly 7,000 computer-generated skeletons introduced in January on the Ethereum blockchain. Token holders have access to member benefits such as exclusive merchandise and its Discord server. The individuality of each DASK Skeleton matches Kia’s “Built for Whoever You Are” theme.
NFTs, which act as a certificate of ownership and authenticity of a digital asset, have attracted attention over the past two years as NFT artwork auctions have sold for millions. dollars in cryptocurrency. But like any collectible, the value of NFTs depends on what people are willing to pay for them. There are signs that the NFT market has shrunk amid runaway inflation and economic uncertainty, but the tokens should have continued utility in metaverse environments. NFTs can be used to showcase digital artwork, sell tickets to online events, or mark ownership of virtual real estate.
Kia’s giveaway of DASK NFT follows the release this year of its first NFT, which was based on the Robo Dog from its Super Bowl LVI commercial. The automaker donated most of the proceeds from the initial sale of these NFTs to the Petfinder Foundation, which helps find owners for abandoned pets. An additional 10% royalty has been built into a smart contract, which means that every time the NFT is resold on a secondary market, the foundation receives another donation. Jhe NFT sale helped expand Kia’s branding efforts following the massive visibility of its Super Bowl ad, which showed a robot dog escaping from an electronics store to chase the driver of a Kia EV6 while electric.
The Macy’s department store chain is out this month 10,000 Free Fireworks NFTs with access to AR wearables that customers can use on select social media and video platforms. Last month, DIY channel Lowe’s released a limited-edition collection of handheld NFTs for Decentraland users, as part of a larger digital push. Before that, Bud Light Next released an NFT that gives buyers access to exclusive perks. These campaigns indicate that brands continue to find applications for NFTs despite the cooling of early hype.