German Brands Embrace NFTs: A New Avenue in Marketing

German brands are increasingly embracing NFTs as pivotal marketing tools rather than mere investment assets. For instance, Deutsche Post, the German postal service, will release its limited edition collectible stamp as an NFT on November 2, 2023. This digitized stamp will represent ownership rights to the physical stamp and feature pixelated artwork of the Brandenburg Gate created by AI.

NFTs offer a gateway to innovative loyalty programs. Lufthansa, in collaboration with Lufthansa Innovation Hub and the Miles & More frequent flyer program, introduced an app allowing passengers to transform their travel experiences into NFTs. These tokens can be exchanged for rewards like mileage bonuses and business lounge vouchers, amplifying customer engagement and loyalty.

Christopher Sigloch, head of program and service development at Miles & More, emphasized the significant customer interest in Lufthansa's NFT loyalty program. The app has garnered over 20,000 users since its launch, issuing more than 200,000 collectible cards. Sigloch highlighted how gamification elements play a vital role in familiarizing participants with Web3 technologies, successfully transitioning the enthusiasm for collecting into the digital sphere.

Plans for a digital trading platform within the app, slated for the latter half of 2023, aim to enable users to trade and sell their NFTs. Special reward offerings using NFTs are also on the horizon, promising expanded commerce and engagement opportunities for users.

German sportswear giant Adidas is actively using NFTs to connect with its community. Recently, it unveiled a limited-edition NFT sneaker series inspired by iconic footwear designs. These digital sneakers can be showcased in virtual environments, allowing users to express their brand loyalty in innovative ways.

Mercedes-Benz, with a history spanning over 130 years, has introduced its NFT collections, offering digital interpretations of its iconic design eras. These initiatives led by the brand's chief designer, Gordon Wagener, aim to reinterpret the most iconic designs in a digital NFT format, bridging automotive design with the digital realm.

Ritter Sport, known for its chocolate, launched a limited series of digital chocolate bars as NFTs in August 2023. Similarly, Haribo, famous for its gummy bears, applied for NFT trademarks in the US, signaling its digital expansion plans, covering a wide spectrum of digital assets associated with its confectionery products.