Burger King’s NFT strategy matures beyond acrobatics to real engagement

As part of the celebrity-sponsored Keep It Real Meals, customers can scan QR codes and receive collectibles that offer other rewards. Burger King launched Keep It Real Meals this month – custom orders curated by three famous ambassadors with their real names – as part of its marketing to remove 120 artificial ingredients from its menu.

To expand the effort, the fast-food chain partnered with the Non-Sponge Token (NFT) Sweat market in a robust completion competition that focused on improving digital art-based marketing fraud technology into an engagement tool consumer. Guests can scan a QR code on any Keep It Real Meal box to collect one of the three NFT games together, according to details shared with Marketing Dive. Once the complete set is collected, guests will receive an NFT room, a prize that could include a 3D digital collector, free Whopper sandwiches throughout the year, exclusive products, or a link to one of the famous ambassador’s campaign.

“We are taking a more solutions-oriented business approach to NFTs,” said Tom Mizzone, founder and CEO of Sweet. “How do you take brands beyond the collapse of cryptoart and consumer experiences?”

Keep It Real Meal NFTs have allowed Burger King and Sweet to leverage the technology on an ongoing, long-term basis, unlike kitschy digital art auctions, which earlier this year became the best way for brands to weave their NFTs from marketing. Instead of a physical toy in a meal box, NFT is a virtual gift that comes with every app allowed by the digital world.

“We use a lot of technology to empower brands to take the next step, whether it’s integrating with loyalty platforms, games, or consumer experiences that drive engagement like we’re doing here,” he said.

NFT and the Metaverse

Several new NFT apps began to crystallize as brands experimented with technology and platforms, such as Facebook’s adoption of the “metaverse”, the convergence of the physical and digital worlds. Some big marketers are adapting to the metaversal use of NFTs – the first Coca-Cola products to be included in the Decentral and 3D virtual reality platform. Yet only 38% of global consumers are familiar with the metaverse concept, according to a new report by Wunderman Thompson Intelligence, which raises barriers for brands looking to exploit the technology.

While brand adoption of NFTs is relatively new, the speed of technology and culture has skyrocketed, so the unique NFTs introduced by brands earlier this year seem obsolete. Mizzone compares the technology to the Internet itself.

“I started my first company in 95 and we all searched the internet for Netscape Navigator and thought, ‘God, the internet is here. What else does she get?’ NFTs] and we want to push the boundaries of how we can empower brands and consumers around this technology. ”