NFTs Offer Limitless Potential for Marketers, But They Must Mature First

“I’m all about experiences we, as marketers, can create for consumers,” Michael Lamp, chief digital and social officer at HUNTER, told us several years ago. At the time, Augmented Reality (AR) and Virtual Reality (VR) were in diapers. Yet Lamp envisioned creating AR- and VR-based experiences.

For example, he mentioned devising experiences for customers who live far from physical attractions, such as theme parks and museums. These customers, Lamp said, could maintain and enhance their ties via virtual tours and rides they could enjoy in their living rooms.

As we know, the pandemic catalyzed these AR and VR concepts into reality.

Skip to today and Lamp’s jazzed with the metaverse’s vast potential for creating unique experiences for consumers. One of the tools he's looking at is the NFT, or non-fungible token.

Owning a Piece of the Museum
Lamp relishes the idea of NFTs facilitating consumer ownership of one-of-a-kind, brand-related collectibles, such as a piece of art, a meme or viral graphic.

Founded in 1753, the British Museum is issuing NFTs. Its NFT series lets people 'own' its paintings, actually, digital representations of them.

Costing $500 to $10,000, these NFTs not only provide a revenue stream for the Museum, but they also create an experience for people who've never stepped inside the revered British institution.


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