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How major German firms like Mercedes and Lufthansa are using NFTs

October 27, 2023No Comments


For the most part, non-fungible tokens (NFT) They have two main use cases: buying and selling digital products (digital art, virtual fashion items) and creating digital communities (exclusive memberships, access to events).

These use cases can be easily adopted by brands and companies, such as fashion brands. selling digital clothesseveral companies offering NFT-based club memberships and musicians hosting exclusive concerts for their fans.

Traditional German companies are also jumping on the bandwagon, recognizing the potential of NFT technology to innovate and market their products and services.

Deutsche Post combines NFT and AI

Deutsche Post, the German postal service, release its first limited edition collectible stamp on November 2, 2023. A classic self-adhesive stamp will come with a digital image: an NFT representing ownership of the stamp.

The first stamp features a pixelated image of the Brandenburg Gate generated by artificial intelligence (AI). The next stamps in the collection will include other emblematic monuments of Germany.

It remains to be seen whether the NFT stamp collection will be a commercial success. However, it is an important step for Deutsche Post, which is looking to expand its reach in the digital world.

Lufthansa takes to the skies with NFT art

NFTs can also be used for various loyalty programs, offering customers a more rewarding and engaging experience, while also giving businesses a new way to connect with their customers and build brand loyalty.

An example of such a program is Lufthansa's NFT loyalty program in the polygonal network. In collaboration with Lufthansa Innovation Hub and Miles & More, its frequent flyer programme, Lufthansa has developed the Uptrip mobile application which allows passengers to convert their travel experiences into NFTs. These NFTs can then be redeemed for rewards such as mileage bonuses and Business Lounge vouchers.

According to Christopher Siegloch, head of program and service development at Miles & More, the application already generated great interest among Lufthansa customers. Since its launch, more than 20,000 users have registered and more than 200,000 collectible cards have been issued. Siegloch highlights that gamification elements play a crucial role in introducing participants to Web3 technologies such as NFTs, and the app successfully translates the enthusiasm for collecting into the digital realm.

Additionally, in the second half of 2023, the app will introduce a digital marketplace where users will be able to trade and sell their NFTs, with special NFT reward offers planned for the future.

Adidas and Hugo Boss reinvent fashion

NFTs are also coming to fashion brands. For example, German apparel company Adidas continues to refine its Web3 strategy by actively using NFTs to find new ways to engage with its community of athletes, sneakerheads, and sports enthusiasts.

Recently, Adidas inserted a series of limited edition NFT sneakers inspired by their iconic footwear designs. These digital sneakers can be displayed in virtual environments, allowing users to express their love for the brand in the metaverse.

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Adidas is also discovering new ways to use the full potential of NFTs to uplift its community. The latest example is The Adidas /// Studio, or Triple Stripes Studio, which launched a platform based on Web3 Digital artist-in-residence program to showcase and support budding creators in the NFT space. According to Adidas, the goal is to support and nurture creative talents in the digital realm, giving artists the opportunity to showcase their work and collaborate with the sportswear giant. This collaboration extends beyond digital projects and may include physical products in the future.

Another German fashion brand, Hugo Boss, also entered the NFT field focusing on fashion in the metaverse. The company collaborated with renowned digital fashion designers to create a series of exclusive NFT clothing. These digital fashion pieces can be worn by avatars in virtual worlds, allowing users to dress in style even in the digital realm.

Mercedes-Benz digitized its history

Mercedes-Benz has a rich history spanning more than 130 years and attracts dedicated fans, nostalgia enthusiasts and collectors. The brand's iconic models, vintage cars and related artifacts, whether in their original form or as miniature models and toys, remain attractive. In line with its strategic direction, the German automaker is venturing into the Web3 space by launching Mercedes-Benz NXT to enhance its community engagement.

In September, Mercedes-Benz thrown out its third NFT collection: The era of luxury. These collectibles created by Mercedes-Benz NXT Icons are digital reinterpretations of design highlights from seven design eras. The collection spans from the present day to the early history of automobiles.

The three NFT collections show how Mercedes-Benz is actively exploring opportunities to combine the digital realm with automotive design. This effort is led by the brand's design director, Gorden Wagener, who guides the Mercedes-Benz design team in the creation of digital collectibles. The main objective is to reinterpret the brand's most iconic designs, presentation them in the digital format of NFT cards.

Ritter Sport, Haribo and Katjes create NFT sweets

Ritter Sport, a German chocolate brand, also ventured into the NFT world by launch a limited series of digital chocolate bars as NFTs in August 2023. The NFT collection is called Art of the Square and consists of 256 pieces of digital pixel art, each representing a Ritter Sport square bar.

It's not just Ritter Sport that uses these types of creative marketing strategies to attract a tech-savvy audience. Other German food brands have also launched their NFT collections. For example, pastry chef Katjes launched his NFT collection of three baby unicorns named Dash, Willow and Sparkles in April 2023.

This was Katjes' second NFT campaign after launching a limited edition collection of 777 unicorn NFTs in May 2022. Both campaigns were a way for Katjes to reach a younger audience, as baby unicorns are a character. popular with children and teenagers.

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Haribo, a German confectionery company famous for its gummy bears, has also entered the NFT world. In April 2023, the company archived for NFT trademarks in the United States, indicating its plans to expand its brand into the digital world. The trademarks cover a wide range of digital assets, including digital avatars, media files with baking-related artwork, cartoons, and other NFT-authenticated items.

Adidas, Haribo, Lufthansa, Deutsche Post and other traditional German brands have joined the growing list of companies venturing into the NFT space. This expansion marks a significant shift in the perception of NFTs, as they are no longer considered solely a niche investment opportunity.

Instead, NFTs are increasingly seen as a mainstream marketing tool and a way to experiment with new concepts that bridge the virtual and physical worlds and build new communities.