Marketers Position NFTs as Practical User Experience Add-Ons
Marketers are moving past offering nonfungible tokens as branded collectibles and instead trying to make their NFTs practically useful for consumers. Coachella sold three sets of NFTs, including lifetime passes and a photo book. All ticketholders were eligible to claim a free NFT that could be used for extras such as expedited entry, a free ride on the festival Ferris wheel or weekend passes for next year’s event.
Organizers see digital technology as a way to upgrade the....