“Got Milk?” a promotion for one of the U.S. milk boards, has entered the non-fungible token (NFT) space. It has an existing partnership with multiple NFL players, three of whom are participating. Consumers will have a chance to win a signed NFT collectible of an American Footballer as an NFT by entering the receipt of a 32 oz purchase of milk on the website. The campaign is in association with collectibles firm Panini.
The “Got Milk?” campaign was launched in 1993 by marketing agency Goodby for the California Milk Processor Board. The project was an effort to encourage the purchase of dairy milk and, in its first year alone, increased dairy milk sales by 15 million gallons. The campaign is now operated by The National Fluid Milk Processor Promotion Board.
The NFT campaign seems to be an effort to showcase that the industry is modern and innovative and is trying to sustain milk consumption. In 2010, the U.S. per capita consumption of milk was 194.2 pounds per year. That number is expected to decline to 155.3 pounds by 2028. Got Milk? is not associated with any specific milk brand.
The future of NFTs as rewards?
Using NFTs as rewards is quite common, and some predict that it is how these digital assets will become integrated into our consumption habits. NFTs with multi-thousand dollar values might appeal to large niches but are not a viable way to become mainstream. Volatile prices make them more similar to investment assets versus digital collectibles with utility. However, NFTs used as rewards are much more appealing to the average consumer and have the potential of being a motivation for purchase.
Movie theater company AMC Entertainment and Sony Pictures launched NFTs as rewards for the advanced purchase of opening day tickets of their latest Spider-Man movie, and DC Comics awarded an NFT for every fan who registered for attendance at their online event. When it comes to sports, Mark Cuban’s NBA team Dallas Mavericks is issuing NFTs for fans who attend games. And the NFL is managing a similar project with Ticketmaster where attendees of specific games are rewarded their ticket as an NFT.