Web3 Rewards: Nissan’s Launch and Shifting Strategies in the NFT Landscape
In the ever-evolving world of Web3 and non-fungible tokens (NFTs), major brands are continually adapting their strategies. Recent developments highlight the diverse approaches taken by automotive and sportswear giants in this space.
Nissan Embraces Web3 with New Loyalty Program
Japanese automaker Nissan has announced a pioneering move into the Web3 space with the launch of its new loyalty program, Nissan Passport Beta. This initiative comes at a time when NFT popularity has waned in many Western markets but continues to thrive in Japan.
Key Features of Nissan Passport Beta:
- NFT lottery running until January 14, 2025
- 5,523 membership NFTs to be distributed
- Four categories of NFTs representing different car types and lifestyles
- Opportunity to earn badges through various activities
- Exclusive perks including test drives of special edition vehicles
The program’s success in Japan may be attributed to cultural factors, including the nation’s affinity for graphic novels and anime, as well as its established tradition of shareholder rewards known as Yuutai.
Contrasting Paths: Nike and Adidas in the NFT Space
While Nissan ventures into Web3, sportswear giants Nike and Adidas are taking divergent approaches to their NFT strategies.
Nike: Closing a Chapter
- Announcement of RTFKT Studios shutdown
- RTFKT, acquired by Nike in 2021, was known for artistic sneakers and NFT collections
- Previous success: $185 million earned from NFT drops and royalties in 2022
- Continuation of Nike’s Web3 platform .SWOOSH
Adidas: Evolving Collaboration
- New partnership with STEPN web3 app
- Launch of 1,200 co-branded physical running shoes
- Distribution through raffles to NFT holders and contests
- Demonstrates a shift towards blending digital and physical products
The Future of Brand Engagement in Web3
These developments underscore the dynamic nature of Web3 strategies among major brands. While some are just entering the space, others are pivoting or refining their approaches. The integration of digital assets with physical products and experiences appears to be a growing trend, potentially offering more tangible value to consumers.
As the Web3 landscape continues to evolve, it’s clear that brands are experimenting with different models to engage their audience and create unique value propositions. The success of these initiatives will likely depend on their ability to offer meaningful experiences and rewards that resonate with their target demographics.
