Papa John’s seeks to mainstream NFTs with new giveaway
The move is part of the brand’s campaign to promote its new Cheddar range.
Papa John’s has launched its first range of collectable non-fungible tokens (NFTs).
The 19,840 NFTs will drop nine on trend bag designs inspired by the pizza delivery hot bag on several dates throughout early March. Papa John’s said the 19,840 number is inspired by the date that Papa John’s was founded in 1984.
With names such as ‘Papa 1984’ and ‘Papa Cheese Melt’, the chain notes that all are available in three brand colourways and feature in the re-run of the Papa X Cheddar film and social campaign.
Customers can redeem the virtual tokens by scanning a QR code on a pizza box leaflet, scanning a QR code in the delivery confirmation e-mail or clicking onto promotional social media posts by their local Papa John’s.
The NFTs, which are unique cryptographic tokens that exist on a blockchain and cannot be replicated, also feature in the second release of the chain’s Papa X Cheddar marketing campaign to promote its delicious new Cheddar range, launching in several markets including UAE, Qatar, Spain, Ecuador and El Salvador.
“There is so much global hype surrounding NFTs right now, but not everyone understands what they are or how to get one. That’s why Papa Johns is delighted to be bringing NFTs into the mainstream, making them available for pizza fans, digital art collectors and meta-professionals alike,” Papa John’s vice president of international marketing Jo Blundell.
The NFTs were created by Spain-based professional NFT designer Tom Hoff and artist Ash Sketch from London’s Central Saint Martins. Papa John’s NFT Hot Bags have been minted on Tezos, the chain said.
