If you follow the crypto & NFT space, you've heard about Heineken's virtual beer, Heineken silver.
When I first saw this headline, I thought to myself, "Finally, more brands are beginning to capitalize on the opportunities web 3.0 will bring." But once I read more into it, I was a little confused.
It turns out the project was a satirical take on big brands entering the metaverse. The brand’s global head, Bram Westenbrink, commented on the company’s new venture saying it pokes fun at the whole idea of the metaverse and companies creating virtual products that are best enjoyed in the real world. In this case, who doesn't like a cold one?
Although it was all satire, there is truth to the whole idea. What's the point of buying virtual beer, soda, or even clothes? Brands are indeed ahead of the game if they're campaigning in virtual spaces, but what value are they really providing to people that buy or consume their digital products?
Why didn't Heineken attach a utility to their virtual beer? It's as easy as attaching a 10% discount to every Heineken purchase NFT owners make, or a free monthly six-pack.
Just throwing out ideas!
The thing with NFTs is that the successful pieces will have utility attached to them to incentivize ownership.
In the small business world, it can be a great way to build a crowd of regulars. You could hire someone to create digital pieces for you or do it yourself if you have the expertise, sell them, and see the fanbase grow. And if you're not quite at the point of having regulars, you can always raffle off certain pieces to gain some traction on your campaign.
There are many ways to approach the digital world, you just have to get creative.