Mercedes F1 were dropping their first ever NFT collections -but how do you make NFTs interesting to race fans?
You put them on the cars.
The first collection launch was a collaboration with digital artist Mad Dog Jones, who as well as creating a 10 piece collection, wrapped the 2 rear wings that appeared on track in Miami with the NFT artwork, as well as a full-size art car. These physical pieces were auctioned off alongside the NFTs, raising thousands of ETH for charity.
As well as the Mad Dog Jones collection, during Miami race week we also launched a series of collectible NFT ticket stubs; free NFTs that drop every race week, with future utility to come.
This involved a full social campaign explaining exactly what is an NFT, how fans could access both collections, and a website build.