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

These use cases can be easily adopted by brands and companies, such as fashion brands selling digital clothing, various companies offering NFT-based club memberships, and musicians organizing special 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 NFTs and AI

Deutsche Post, the German postal service, will issue its first limited-edition collectible stamps on November 2, 2023. A classic self-adhesive ticket will come with a digital image – an NFT that represents ownership of the ticket.

The first stamp features a pixelated image of the Brandenburg Gate created by artificial intelligence (AI). Upcoming stamps in the collection will include other iconic German landmarks.

It remains to be seen whether the NFT stamp collection will be commercially successful. 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, providing customers with a more rewarding and engaging experience, while providing 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 on the Polygon Network. In collaboration with the Lufthansa Innovation Hub and Miles & More, its frequent flyer program, Lufthansa has developed the Uptrip mobile application that allows passengers to convert their travel experiences into NFTs. These NFTs can then be redeemed for rewards like mileage bonuses and business lounge vouchers.

According to Christopher Siegloch, head of program development and services at Miles & More, the app has already generated significant interest among Lufthansa customers. Since its launch, over 20,000 users have registered, and over 200,000 collectible cards have been issued. Cegloch highlights that gamification elements play a vital role in introducing participants to Web3 technologies like NFTs, and the app successfully transitions the excitement of collecting into the digital realm.

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

Adidas and Hugo Boss reimagine fashion

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

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

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Adidas is also exploring new ways to utilize the full potential of NFTs to encourage its community. The final example is The Adidas /// Studio, or Triple Stripes Studio, which has launched a Web3-based digital artist-in-residency program to showcase and support emerging creators in the NFT space. According to Adidas, the goal is to support and nurture creative talents in the digital sphere, provide artists an opportunity to showcase their work and collaborate with the sportswear giant. This collaboration extends beyond digital projects and may also include physical products in the future.

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

Mercedes-Benz makes its history digital

Mercedes-Benz boasts a rich history spanning over 130 years, attracting a dedicated following of nostalgia enthusiasts and collectors. The brand’s iconic models, vintage cars and related artefacts, whether in their original form or in the form of miniature models and toys, remain fascinating. In line with its strategic direction, the German automaker is venturing into the Web3 arena through the launch of Mercedes-Benz NXT to enhance its engagement with the community.

In September, Mercedes-Benz launched Its third NFT collection: The Era of Luxury. Created by Mercedes-Benz NXT Icons, these collectibles are digital reinterpretations of the most notable designs from seven design eras. The collection spans from the present day to the early history of the automobile.

All three NFT collections show how Mercedes-Benz actively explores opportunities to blend the digital sphere with automotive design. The effort is led by the brand’s Chief Design Officer, Gordon Wagner, who guides the Mercedes-Benz design team in creating the digital collectibles. The primary objective is to reinterpret the brand’s most iconic designs, presenting them in the digital format of NFT cards.

Ritter Sport, Haribo and Katzes create sweet NFTs

German chocolate brand Ritter Sport also ventured into the NFT world by launching 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 digital pixel artworks, each depicting a. Squire Ritter Sports Bar.

Not only does Ritter Sport use such creative marketing strategies to connect with a tech-savvy audience. Other German food brands have also released their own NFT collections. For example, confectioner Katzes released its NFT collection of three unicorn babies named Dash, Willow, and Sparkles in April 2023.

This was CatJesse’s second NFT campaign after releasing a limited-edition collection of 777 unicorn NFTs in May 2022. Both campaigns were a way for Katz to reach a younger audience, as unicorn babies are a popular character among children and teens.

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

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

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