The newly-endorsed Coca Cola’s “Masterpiece” selection, a curated assortment of digital artwork, yielded $543,660 in earnings from Coinbase’s “Onchain Summer” affair just over three days.
The event was dedicated to honoring the initial rise of the Base blockchain. It experienced fervent attention, with over 80,000 collectors eagerly obtaining eight unique digital creations over a 72-hour timeframe.
The assortment skillfully combines esteemed classics, such as Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring,” with modern designs from emerging talents like Fatma Ramadan, Aket, Vikram Kushwah, Stefania Tejada, and WonderBuhle.
Coca-Cola’s senior director of generative AI, Pratik Thakar, lauded the campaign:
At Coca-Cola, our history of collaborating with the artistic community spans various periods, and today’s technology and innovation unveil novel and captivating paths for our ongoing artistic partnerships.
The unveiling of the “Masterpiece” series marks Coca-Cola’s first step into the non-fungible token (NFT) space. This move aligns with its previous initiatives, including the auction of its first NFT memorabilia on International Friendship Day in 2021. A portion of the proceeds from the auction went to benefit Special Olympics International.
Exploring Coca-Cola’s NFT Ventures and the Growing Popularity of Digital Collectibles
The beverage company also commemorated Pride Month in July 2022 by showcasing 136 cherished keepsakes. Collectors and enthusiasts of cryptocurrency can obtain these tokens through digital marketplaces, establishing ownership and legitimacy.
This development closely trails McDonald’s Singapore’s foray into NFTs, which encompassed the McDonaldland character Grimace. Bandwagon Labs, a company involved in the Bitcoin sector, and the NFT artist The Hidden Walls collaborated on the project.
The Hidden Walls has crafted an exclusive series of 2,000 digital collectibles for Bandwagon Labs to distribute.
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