In a recent development, major German companies like Mercedes-Benz, Lufthansa, Adidas, Deutsche Post, Ritter Sport, Haribo, and Katjes have started using Non-Fungible Tokens (NFTs) as a way to engage with their customers. NFTs are digital assets that represent ownership of unique items or experiences and are now being employed by these brands in innovative ways.
Starting with Deutsche Post, the German postal service is set to release its first limited-edition collectible stamp on November 2, 2023. These stamps will come with a digital image in the form of an NFT, representing ownership of the stamp. This innovative stamp features a digital image of the iconic “Brandenburg Gate,” created using artificial intelligence and presented in a pixelated digital world style.
This crypto stamp, with a postage value of 160 cents, also heralds the commencement of a new series called “Historical Buildings.” The stamp, available in a limited edition of 250,000 copies, represents a significant leap in the world of philately, appealing to both traditional stamp collectors and digital enthusiasts.
Starting from October 14, 2023, enthusiasts can pre-order the stamp, along with its digital counterpart, from the Deutsche Post online shop. The stamps will be available in a booklet format, priced at EUR 9.90, containing both the physical stamp and access data for the online NFT. In addition to the crypto stamp, a conventional wet-adhesive version, without the NFT feature, will also be released, with a circulation of 800,000 pieces.
In parallel, Lufthansa has recently introduced an NFT loyalty program in collaboration with its frequent flyer program, Miles & More. Through the Uptrip mobile application, passengers can turn their travel experiences into NFTs, which can be redeemed for rewards such as mileage bonuses and business lounge vouchers. The program has garnered substantial interest, with over 20,000 users registered and more than 200,000 collectible cards issued.
Recently, Adidas has embraced NFTs by introducing limited-edition digital sneakers inspired by their iconic designs. These digital sneakers can be showcased in virtual environments, allowing users to express their brand loyalty in the metaverse.
The new sneakers feature a unique “shooting star motif” and “A Bathing Ape” embossed in silver metallic foil. Each pair is embedded with an NFC chip in the left tongue, providing a Digital Certificate of Authenticity. This release is supported by an innovative drop format in partnership with MoonPay and the Adidas Studio.
Mercedes-Benz has launched its third NFT collection, “The Era of Luxury,” which digitally reinterprets designs from seven eras of the brand. Spearheaded by the brand’s chief design officer, Gorden Wagener, this initiative aims to blend the digital realm with automotive design, presenting iconic designs as NFT cards.
Ritter Sport, Katjes, and Haribo, renowned German food brands, have also ventured into the NFT space. Ritter Sport’s “Art of the Square” collection features digital chocolate bars, while Katjes released NFT collections featuring unicorn babies. Haribo has filed for NFT trademarks, indicating its plans to expand its brand into the digital world.
