We turned the most popular item from the 2021 Papa X Cheddar streetwear fashion collection – the ‘hot’ bag worn by one of the models – into a metaverse accessory: Papa Johns NFT Hot Bags.
For the brand’s first foray into NFTs, nine hot bag designs were minted and listed on Tezos, the energy-efficient blockchain. QR codes on pizza boxes linked to a multi-language, jargon-free microsite, where people could redeem a free NFT in three easy steps.
A new cut of the original Papa X Cheddar film, featuring a glitching NFT, promoted the upcoming drop dates, staggered to ensure engagement and collectability. The campaign was rolled out across Europe, MENA and LATAM.
A limited-edition range of real-world bags, based on the NFT designs, were seeded to macro influencers, while media outreach ensured maximum exposure across tech, fashion, trends and food press.