SolSea, a Solana-based NFT platform, announced its partnership with Coca-Cola’s Serbian division, Coca-Cola Srbija, on July 5. The collaboration will involve offering merchandise and non-fungible tokens (NFTs) branded with Coca-Cola Serbia.
The partnership and offerings are in association with EXIT Festival, an annual summer music festival held in Novi Sad, Serbia, during the first week of July. The festival for 2023 is scheduled to run from July 6 to July 9.
SolSea confirmed the details of the partnership, as shared by ALL.ART, an NFT market. According to ALL.ART’s collaboration includes a festival installation called the “Magic Mirror.” This installation dresses attendees in random merchandise and displays them in real-time 3D. Attendees can take pictures of themselves by scanning a QR code with their mobile devices.
The exclusive offer involves 100 hoodies for VIP members paired with NFTs. Short-sleeved and sleeveless shirts are also available, although it is not mentioned if these items come with associated NFTs.
While the current offering is limited to Coca-Cola’s Serbian division, Coca-Cola has been actively involved in various NFT projects. In July 2021, the company auctioned four charity NFTs for International Friendship Day on the Ethereum blockchain. It also released a second round of charity NFTs on Polygon to commemorate the same occasion in 2022. Furthermore, Coca-Cola offered Pride Month NFTs for charity and collaborated with Crypto.com for FIFA World Cup Qatar NFTs through its Middle East division in 2022.
Several other major brands, including Marvel, Starbucks, and Porsche, have also ventured into the world of NFTs. While corporate NFT offerings sometimes face criticism as “cash grabs,” it is important to note that some of these sales contribute to charitable causes and provide opportunities for crypto artists and creators.
The partnership between SolSea and Coca-Cola Serbia signifies the growing acceptance and integration of NFTs within mainstream industries, allowing brands to explore new avenues of engagement and creative expression while contributing to charitable endeavors.
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