In May, the country's first NFT marketing campaign took place, and we show the results!
NFT marketing is still an unknown concept at home, while a host of agencies are already working in this niche market overseas. NFT marketing is essentially any marketing activity or campaign in which the NFT, or Non-Fungible Token, appears in some way.
A Contented Marketing Agency has been working with Bamba Marha from the very beginning. Initially, we only assisted the restaurant chain with online communication, but now we plan and manage the entire marketing communication. We have already gone through numerous successful campaigns together, but the NFT Burger was by far the biggest hit among them all.
What was the campaign about?
Everyone who tried the May burger at Bamba, saved the receipt, and played on Facebook had a chance to win the Bamba Marha Golden Burger NFT. As a „bonus,” they will be able to „bamba” for free at any unit of the restaurant chain for the rest of their lives.
The Bamba NFT burger is exclusive not only because it is the first virtual creation in the Hungarian gastro world, but also because only one piece was made. An edible NFT burger was created for the contest, which not only resembles its virtual counterpart in name but also in appearance, as edible gold was placed on top. The three letters represent three ingredients: N: four peppers, F: Black Forest ham, T: secret sauce with golden spheres.
By making the NFT winnable for anyone, we feel that we are not only generating sales (of course, this is one of the most important goals), but we can also increase consumer loyalty with such a valuable exclusive gift, and we are educating with the specially created Bamba Marha subpage for this campaign.
So, what exactly is an NFT?
There are many examples of NFTs in the physical world, the most obvious being artworks. There is only one original copy of the Mona Lisa, meaning we are essentially talking about a physical, non-fungible token. While, for example, a 20,000 HUF banknote can easily be replaced with another 20,000 HUF note, an NFT cannot be replaced with anything else. Now you might be thinking that the Mona Lisa can be copied, just as many forgeries have been made. This is true, but that does not make it as valuable as the original. And this risk is also present with fungible tokens, as counterfeiting banknotes can be considered a relatively common occurrence.
The NFT is essentially the digital realization of the above example. An NFT can be an artwork, music, film, or essentially any digital file can be made into an NFT.
Where did the idea come from?
We love working with the Bamba guys because they are always open to brainstorming together and like to take part in planning marketing campaigns. I think this is very important for a long-term and successful collaboration. It first came up at the year-start meeting that we should do something with this NFT craze that was already happening globally at that time. We talked a lot about the topic and tried to approach the whole thing from as many perspectives as possible. However, there was already a strong consensus from the beginning that the campaign must convey some kind of value. We did not want to simply jump on the hype train and release a meaningless artwork in a half-hearted way. So we eventually decided to create a contest and give the winner a lifetime of free burgers.
What international examples inspired us?
In the initial phase of campaign planning, we looked around to see what examples exist globally that we could draw inspiration from, as well as what to avoid that others have already implemented.
In America, NFTs are already used for many things, especially by the younger generation. However, outside of the biggest brands at the corporate level, not many have started anything with it. The Nike, Adidas or the Mercedes has come out with its own NFT collection, but there was no added value behind the campaign. Being the first in something is always a great communication factor, so we didn't get discouraged, but rather figured out what level at home would still attract people's attention rather than scare them away.
How did we implement the campaign?
After finalizing the campaign details with our partner, we started the implementation. Fortunately, it wasn't difficult for us, as I had already been dealing with Crypto and NFTs for more than 6 years at that time. The agency created the 3D gilded artwork, which is essentially a looped video, so it looks like it spins forever.
After that, we created a Metamask account for Bamba Marha, where we could store our tokens. Then, on the currently most popular NFT platform, OpenSea.iowe created the burger joint's own profile.
On this platform, we created the Golden Burger NFTthat is, we minted. The NFT contains a hidden QR code that only the owner can view. This must be presented in Bamba stores when they want to redeem their monthly large menu.
We developed a relatively serious security solution so that no one could abuse the free burger offer.
Results
We timed a press conference for the campaign launch because we believed that the story of the first domestic NFT hamburger was well communicable and exciting. We calculated well, as the NFT Burger campaign ended with half a hundred press appearances and several tens of millions in press value.
In addition to the aforementioned press appearances, we managed to double the traffic to the Bamba Marha website over the entire campaign period. The bambamarha.hu was overloaded within 5 minutes of launch and became inaccessible due to the high interest. Fortunately, we were able to resolve this quickly and reinforced the servers to handle the high visitor numbers. Nearly 80% of the website visitors were new visitors, so we consider the whole thing a very successful brand awareness campaign, as nearly 40,000 new users arrived on the website in a month.
The Facebook post reached nearly 100,000 people and has more than 11x distribution value. The number of participants in the game reached 1,000, and the NFT burger became Bamba Marha's most successful monthly burger.
