Publications
Publications
- September–October 2023
- European Business Review
Building Brand Engagement: Lessons from NFTs and Collectibles
By: Frank V. Cespedes and Ben Plomion
Abstract
The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium, and there are lessons about identifying value-added use cases for new technologies from examining how NFTs are changing the nature of consumer engagement in collectibles and other categories. This article discusses how firms are using NFTs in reward programs, promotional events, credentialing and other services and, in the process, driving better returns on their digital marketing initiatives.
Keywords
Citation
Cespedes, Frank V., and Ben Plomion. "Building Brand Engagement: Lessons from NFTs and Collectibles." European Business Review (September–October 2023): 2–5.