Stella Artois entered the eSports metaverse (a virtual-reality space in which users can interact with a computer-generated environment and other users) in June by teaming up with digital horseracing outfit Zed Run as the title sponsor of a virtual racehorse auction and race series called ‘Racing In The Life Artois’.
The initiative sees the lager brand use Non-Fungible Tokens (NFTs) to auction virtual race horses on the Ethereum blockchain in branded experience in partnership with Zed Run. Winning bidders will then be able to run their digital horses (draped in limited edition Stella branded skins) in virtual races and win cash prizes to translate their virtual performances into real-world winnings.
Horses can be raced, traded and, when their virtual racing careers come to an end, the horses can be sent out to digital stud in order to sire virtual fillies and colts.
The AB InBev brand’s horse auction took place between 15 and 19 June and leveraged spiking racing interest around Royal Ascot. It saw 10 digital art pieces, 10 virtual racehorses and 10 ‘Life Artois’ inspired skins were be auctioned per day. The auction also saw the unveiling of a branded 3D racetrack where owners can race their horses in the Stella Artois metaverse.
The project was launched in harness with digital racing platform Zed Run and promoted across Stella’s social and digital channels.
We are proud to announce #ZedRun to be in partnership with @StellaArtois! #thelifeartois #stellartoisNFTs #racinginthelifeartois #stellaartoisxzedrun
Check here! https://t.co/I1osRPddj0 pic.twitter.com/Oiv59B7mqW
— ZΞD RUN (@zed_run) June 15, 2021
Riviera, in the final hour of the ZedRunx @StellaArtois auction! Don't miss out on this one! Up next. Chalice! #thelifeartois #stellartoisNFTs #racinginthelifeartois #stellaartoisxzedrun
Link here: https://t.co/rO8puX9bbV pic.twitter.com/M1bHXp13nV
— ZΞD RUN (@zed_run) June 16, 2021
So this happened on the new Stella Artois track this morning…Mamba Forever Stable♾ took home 1, 2, and 3 and Sienna Sunset picked up her first W! This new track is @zed_run #zedrun #ZedTwitter pic.twitter.com/OrPjcHG9Zx
— Drew Firestone (@coachfirestone) June 15, 2021
“With our virtual experiment, ‘Racing In The Life Artois’, we’re bringing the art and elegance of Stella Artois and its ‘The Life Artois’ platform to a new audience, offering players the chance to buy, race, and breed their very own NFT thoroughbreds in a ‘metaverse’ that replicates the real world of championship horse racing,” explained AB InBev Global Head of Technology and Innovation Lindsey McInerney.
Comment:
Following its mainstream sports sponsorships with global properties such as the NFL (which in 2021 included a Super Bowl Stadium Bites initiative) and Australian Open (which saw an integrated art-led activation in 2021), the beer brand’s first move into virtual horse racing follows its recent ‘Stella Tips’ campaign which saw it first trial the NFT space to generate fund for the Licensed Trade Charity.
It also follows on from other recent experimental sports tie-ups such as its recent partnership with the Twitch-based ‘Bullet Chess Speed Run’.
The eSports metaverse in general and virtual horse racing in particular has been a growing trend (including among celebrities) through the last 12 months. So it is little surprise to see brand marketers jumping on board.
Those struggling to keep up with the rapidly evolving digital sport’s space might be shocked to learn that NFT digital racehorses are now being sold for as much as £100,000.
Welcome to 2021!
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