Coca-Cola has launched its first-ever digital collection for the metaverse, the Friendship Box, inspired by video-game loot boxes.
Just like many other brands at the moment, Coca-Cola is entering the metaverse with its first-ever NFT collection with a single lot of digital collectibles. The items re-imagine how some of Coca-Cola’s iconic assets can be used in the metaverse, and each NFT has been inspired by shared moments of friendship.
This was to celebrate International Friendship Day on Friday, July 30. The auction will be live till Monday, August 2 at 8 pm UTC on the OpenSea auction platform.
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The collection was inspired by video-game loot boxes, consumable virtual items that can be redeemed to receive a randomized selection of further virtual items or loot. The “Friendship Box” is packed full of four dynamic and rare 1-of-1 NFTs and more hidden surprises that will only be revealed once the Loot Boxes are opened.
The website dedicated to the action reveals a Coca-Cola Bubble Jacket Wearable, Coca-Cola Friendship Card, Coca-Cola Sound Visualizer, Coca-Cola Vintage Cooler.
In addition to this, Coca-Cola also threw a virtual rooftop party constructed by Decentraland, featuring surprise music guests. During the event, guests were able to get a first look at the Friendship Box items and were given a chance to win wearable ‘Mythic’ Coca-Cola T-shirts.
On Monday, August 2, OpenSea will host a show on Clubhouse @6pm UTC following Friday’s Live AMA where consumers will have the opportunity to tune in and ask the Coca-Cola, Tafi, OpenSea, and Decentraland Foundation teams anything about the Coca-Cola Friendship Box NFT collaboration, and what this means for the metaverse.
Bids for the auction will only be on Ethereum, but the website guides interested parties through the process of exchanging cryptocurrencies, opening wallets, and transferring funds, to place their bids in crypto.
All proceeds from the auction will be donated to Special Olympics International, Coca-Cola’s friend, and partner for the past 53 years.