Papa John’s is the latest brand to bet on the metaverse. As part of the pizza chain’s international push, Papa John’s is launching a series of NFTs, which will take the form of nine virtual bags inspired by the heat-retaining bag its pizzas are delivered in IRL. The virtual goods, which are redeemable via a QR code on the brand’s pizza box leaflet, were designed by Spain-based artist Tom Hoff and British illustrator and designer Ash Sketch, and minted on energy-efficient blockchain Tezos. Our (new!) Metaverse trend research (WE version coming soon) shows that Gen Z and Millennials have embraced virtual worlds as places to hang out and shop, and confirms what YPulse has been saying for a while now—these virtual worlds are the future of marketing and there’s an opportunity for brands to get in on the action. Our research shows that 19% of young Europeans have purchased NFTs or cryptocurrency and 34% are interested. What’s more, 27% have purchased a branded digital item, highlighting that Papa John’s meta moves—and the many brands that have come before—are likely to find a receptive young audience. (Adweek)
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