In a short two-week global sprint with multiple partners and against a backdrop of many brands trying, and failing, to find success with NFTs, we looked at what we could do differently to everyone else to capture what made the physical product magical. Our audience is jaded and cynical when it comes to branded digital goods and collectables, and we had to figure out a way to overcome that.

We generated credibility in the virtual world by announcing the auction of The Coca-Cola® Friendship Box NFT, the first branded, openable NFT, together with a Decentraland launch party, opening up the brand to the infinite potential of the metaverse. Taking inspiration from video game loot boxes and the creative form of a classic retro Coca-Cola® fridge, the digital collectible contained a wearable - the Coca-Cola® puffer, which can be worn in Decentraland - as well as a virtual trading card inspired by the Coca-Cola® archives, and even the unique, sensorial Coca-Cola® Fizz itself. The purchaser was further surprised with a physical Coca-Cola fridge, filled with ice-cold Coke.

To connect to a skeptical audience, we reimagined some of the core elements of Coca-Cola® with the help of key partners in the space (Tafi, OpenSea and Decentraland Foundation). By doing so we made it possible for our fans to actually own iconic, sensorial pieces of the brand, and in doing so, opened the door of the Metaverse to Coca-Cola®.

In a short two week global sprint with multiple partners and against a backdrop of many brands trying, and failing, to find success with NFTs, we looked at what we could do differently to everyone else to capture what made the physical product magical. Our audience is jaded and cynical when it comes to branded digital goods and collectables, and we had to figure out a way to overcome that - we overcame the by creating something unique, progressive and technologically innovative - an openable NFT that replicated the Real Magic of a classic Coca-Cola® vending machine.

It’s considered one of the most successful branded NFTs ever made, is still in the top five most expensive NFTs ever sold on the world’s largest NFT market place, OpenSea and after a brutal all-out bidding war, it raised more than $575,883.61 for Coca-Cola’s® friends at the Special Olympics on International Friendship Day. We achieved over 1.2B Impression and increased social engagement by 39%.