Kia spot offers NFTs to viewers scanning QR code

Diving license:

• Kia America today debuts a TV commercial that for the first time gives viewers a chance to claim a non-fungible token (NFT) by scanning a QR code on the screen. The 30-second space for the 2023 Kia Soul cross-over SUV offers 10,100 of the Kia-themed tokens, per information shared with Marketing Dive.

• Three popular characters from Dead Army Skeleton Club (DASK), a group of computer-generated 3D skeletons whose NFTs can be collected and traded online, appear in the commercial that drives the new Kia Soul out to the country for a picnic. The space is part of Kia’s broader “Built for Who You Are” campaign.

• David & Goliath, Kia’s creative agency, collaborated with the carmaker on the campaign. The NFT marketplace Sweet delivers support technology to claim unique tokens and store them in a digital wallet, according to the announcement.

Diving insight:

Kia aims to engage consumers with the campaign for 2023 Kia Soul with the offer of DASK and Kia-themed NFT to viewers of the commercial. The tokens are partly inspired by the original DASK collection of almost 7,000 computer-generated skeletons introduced in January on the Ethereum blockchain. Holders of tokens gain access to membership benefits such as exclusive goods and the Discord server. The individuality of each DASK skeleton fits into Kia’s “Built for Who You Are” theme.

NFTs, which serve as a certificate of ownership and authenticity of a digital asset, have over the past few years gained attention as auctions of NFT works of art sold for millions of dollars in cryptocurrencies. But as with all collectibles, the value of NFTs depends on what people are willing to pay for them. There are signs that the market for NFTs has shrunk in the midst of roaring inflation and economic uncertainty, but tokens are expected to continue to be used in metaverse environments. NFTs can be used to display digital artwork, sell tickets to online events or mark ownership of virtual property.

Kia’s giveaway of DASK NFTs follows this year’s release of its first NFT, which was based on Robo Dog from the Super Bowl LVI commercial. The carmaker donated most of the proceeds from the first sale of these NFTs to the Petfinder Foundation, which helps find owners of abandoned animals. An additional 10% royalty was built into a smart contract, which means that every time NFT is resold on a secondary market, the foundation receives a new donation. TNFT sales helped expand Kia’s branding following the sheer visibility of the Super Bowl commercial, which featured a robot dog escaping from an electronics store to chase the driver of an all-electric Kia EV6.

The Macy’s department store chain was released this month 10,000 free fireworks NFTs with access to AR wearables that customers can use on select social media and video platforms. The do-it-yourself chain Lowe’s last month released a collection of limited edition NFTs for users of Decentraland, as part of a larger digital push. Before, Bud Light Next launched an NFT that gives buyers access to exclusive benefits. These promotions indicate that brands continue to find applications for NFTs despite the cooling of early hype.