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‘Bullish on the space’: Why Anheuser Busch InBev is testing NFTs in its marketing

Digiday 16 Jun 2021 04:01
nft horse
June 16, 2021 by Seb Joseph

Despite the cynics, non-fungible tokens are still going strong after the surge in attention they got in March. The narrative has gone from get-rich-quick schemes to a more nuanced future. Sure there will be losers, but there will be more insights to glean from future success stories. 

Marketers at Anheuser Busch InBev hope this is especially true for NFTs and the metaverse. By metaverse, the brewer means the convergence of the physical and digital worlds across separate and interwoven systems. NFTs will be the building blocks between those systems, said Lindsey McInerney, global head of technology and innovation at AB InBev. 

Her rationale being that NFTs are essentially a bridge between these environments, from real to virtual to social. NFTs do this by providing scarcity (a real-world property) as the digital deed to virtual items that don’t natively have that property. This so-called “bridge” concept is the reason why NFTs aren’t a passing fad, said McInerney.

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