5 November saw Yoplait launch a campaign promoting its first NFT (Non-Fungible Token) collection in partnership with Team GB skateboarding sensation and Tokyo 2020 bronze medalist Sky Brown via an initiative which sets out to raise money for Brown’s favourite charity Skateistan.
Yoplait, the world’s largest market-by-market franchise brand of yogurt which is jointly owned by US food conglomerate General Mills and French dairy cooperative Sodiaal, linked with 13-year-old Brown on a digital collectibles initiative to raise funds for an international non-profit organisation that empowers children through skateboarding and education.
In a brand first, the NFT campaign enable skateboard fans to own a unique piece of Sky Brown art in the form of a ‘Sky Brown x Yoplait’ avatar which will incorporate moments from her medal winning Olympic moments at Tokyo 2020. In total there are 61 avatars available to purchase via the Team GB NFT website.
The avatars can be used in several ways, such as a social profile picture or digital art collections, and, as with all NFTs, each item is minted to the blockchain certifying the provenance and ownership history.
The project was promoted across both the brand’s and the charity’s digital channels and the athlete’s personal social platforms and sees buyers offered a chance to enter a ‘lucky dip’ sweepstakes to win a range of money-can’t-buy prizes: including signed merchandise and personalised videos from Sky Brown herself.
Brown herself urges fans and followers to donate to her favourite charity @skateistan to own an NFT by clicking on a link in her Instagram bio.
Sky Brown herself commented: “I am super excited to partner with Yoplait to bring our unique Sky Brown x Yoplait avatars to the NFT universe. Proceeds from all NFT’-s purchased will go to my chosen charity, Skateistan. By combining skateboarding with creative, arts-based education, Skateistan gives children the opportunity to become leaders for a better world. A cause that is very important to me.”
“At Yoplait, we are constantly looking at new ways to revolutionise our campaigns. This is a first for both Sky and Yoplait, allowing the brand to deliver fun like no other kids’ healthy snack,” explained General Mills Head Of Northern European Yoghurt Marketing Joanna Goodman. “The launch of the NFT collection is the latest development in the partnership between Yoplait and Team GB’s youngest ever medallist. We are also proud to support Skateistan – a charity that is very close to Sky’s heart – and to help make a difference to children’s lives while encouraging them to get active. Donations from the sale are expected to raise an estimated £7k/$10k for the charity.”
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NFTs….at the moment you can’t go anywhere without hearing about them.
The sports space is abuzz with NFT chat as rights owners, players and brands are blasting out of the blocks with digital collectibles to engage fans and boost revenues (DappRadar claims H1 2021 NFT sales were worth $2.5bn). Non-fungible tokens (NFTs) – unique digital assets which can be bought and sold like any other property – are this year’s big trend, but are they here to stay or just a passing fad? To help sports marketers make up their own mind, we’ve compiled a showcase of four recent case studies to explore NFTs role in the sports space: the virtual sporting event asset approach of Stella Artois ‘Zed Run Virtual Horse Auction’, the gamification/treasure hunt tactic of #TeamStateFarm’s ‘Football Find’, the fan reward focus of Manchester City’s ‘Creation’ collection, and the idea of owning a sporting icons most valuable career moments in the form of Sunil Gavaskar’s ‘Always First’.
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