Burger King is running a wide-scale NFT promo as part of its “Keep It Real Campaign.” The fast-food giant just eliminated 120 artificial ingredients from its menu and it’s using NFTs as a vehicle to create further impact.
Together with strategic partner SWEET NFT Marketplace, Burger King launched a set-completion game anchored on NFTs. Basically, users can redeem NFTs by simply scanning QR codes. With over 6 Million Meal Box NFTs involved, this initiative presents NFTs as a tool for consumer engagement rather than the traditional collectible utility.
Mechanics of Burger King’s Keep It Real Campaign
Customers can choose from three Keep It Real Meal Boxes curated by artists Nelly, Anitta and LILHUDDY. When customers scan an artist’s Real Meal box QR code, they are awarded one of three variations on one of three Burger King NFT game pieces. The goal is to complete your Real Artist Set of the same variant to get an NFT reward!
Burger King went all out in its roster of prizes for this NFT competition. Once a set is complete, guests will automatically receive a 4th NFT reward. These extras include; 3D BK digital collectibles, Whopper sandwiches for a year, autographed swag, and a call with one of the artists.
Sweet’s Take On BK’s Unique Approach
SWEET Founder and CEO Tom Mizzone see massive potential in pursuing this uncharted territory. He said, “We’re taking more of an enterprise solutions-based approach to NFTs.How do you enable brands to go beyond crypto art drops and move into consumer experiences?”
What differentiates Burger King’s approach to NFT tech is its long-term scope. NFTs, particularly Collectibles, are often released in limited quantities. In contrast, the Burger King NFTs are more permanent. They believe this is operationally crucial for brands with massive networks.
Mizzone added: “We’ve put a lot of tech into really empowering brands to take that next step, whether that’s integrating it to loyalty platforms, integrating it to games or integrating it to consumer experiences that drive engagement, like we’re doing here.”
Future Fast Food Metaverse Brand Engagements
The approach of Burger King demonstrates the potential of NFTs and Metaverse. Specifically, they are proving how physical brands can have a virtual presence. In fact, Burger King is not alone in recognizing the power of NFTs to build your brand. For example, Pilsen maker Stella Artois teamed up with horse racing platform Zed Run to release themed horse skins and arenas. Then, Coca-Cola launched digital wearables on Decentraland.
Mizzone is aware that they need to eliminate the pain points. Then, come up with a seamless customer journey to make this successful. Hence, the use of QR Codes to redeem NFTs instead of asking customers to mint them.
He explained, “You’ve got to make this easy to broader consumer bases before any of this can really have mass adoption. If you can break those barriers and you demystify what it means to actually collect an NFT and own an NFT, then that starts to open up much broader use cases.”
It is not surprising for Burger King to take charge in positioning NFTs for mass adoption. At the start of 2021, it introduced its first rebrand in more than 20 years, signifying its commitment to “digital-first expression.”
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