Marketing and new technologies: The use of NFT in promotional activities of brands - an overview

Abstract

A blockchain-based unique digital identifier known as NFT is used to authenticate ownership of a particular digital asset and certain rights related to it. Although relatively new as a term, numbers in the NFT market show that this phenomenon is worth exploring. The aim of this paper was to define NFT and its application in the marketing activities of global brands. Although the importance of NFT is recognized in various industries, the focus of this paper was on examples related to the use of NFT in the marketing strategies of companies such as Cola-Cola, McDonald's, Pepsi and many other global brands. Additionally, the analysis of the promotional activities of NFT collections used in order of its popularisation and sales increase is presented.