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Burberry NFT Collection With Mythical Games

Burberry collaboration with Mythical Games shows how fashion brand and gaming can come up together in Metaverse to create immersive marketing campaign.

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Updated: March 14, 2023
Burberry x Mythical Games NFT

Burberry, the British luxury fashion house, partnered with the gaming company Mythical Games to create a collection of non-fungible tokens (NFTs) in the Blankos Block Party game as it ventures into gaming and blockchain technology. 

The collaboration marks a groundbreaking move for Burberry.

The release of the limited-edition NFTs marks a significant step forward in the future of digital ownership within the gaming industry.

Blankos Block Party is a multiplayer game that showcases digital vinyl toys called Blankos, which operate on a blockchain – a transparent and secure digital ledger technology.

The Campaign–to Create a Unique and Engaging Experience for Fashion and Gamer Customers

Burberry’s NFT collection campaign partnered with Mythical Games, a game development company specializing in blockchain technology.

The campaign aimed to create a unique and engaging experience for Burberry’s customers by allowing them to own exclusive digital assets that showcase the brand’s iconic patterns and designs.

The NFTs were designed to be playable and collectible items that users can use in the Blankos Block Party game, a multiplayer online game.

Burberry’s NFT collection campaign targeted the fashion and gaming industries, combining two seemingly disparate worlds to create a unique customer experience.

The campaign featured various digital items, including hoodies, t-shirts, sunglasses, and other accessories adorned with Burberry’s iconic patterns and designs.

The collection was launched on June 23, 2022, and was available exclusively on the Blankos Block Party game.

Burberry’s latest addition to the Blankos Block Party game is an NFT character called Sharky B – a shark character adorned with the brand’s new TB Summer Monogram.

Customers can purchase, upgrade, and resell this character within the Blankos Block Party marketplace, inspired by the brand’s Animal Kingdom house code.

Players can participate in buying and selling NFT characters like Sharky B.

Shark B- Burberry NFT

How Does This Differ From Other Campaigns in the Metaverse?

Burberry’s NFT collection campaign differs significantly from its past campaigns.

Traditionally, the brand has focused on creating physical products. Such as clothing and accessories, and marketing them through traditional channels such as print and television advertisements. 

However, the NFT collection campaign departs from this approach. It focuses on creating digital assets exclusive to the Blankos Block Party game.

Moreover, Burberry’s NFT collection campaign is a significant departure from the traditional marketing campaigns commonly seen in the fashion industry.

The campaign uniquely combines luxury fashion and gaming, creating a new and innovative experience for Burberry’s customers. 

This departure from traditional marketing campaigns indicates Burberry’s commitment to innovation. Also, their willingness to explore new and emerging technologies to engage its customers.

Shark B- Burberry NFT

How Did the Campaign Perform?

The Burberry NFT collection campaign generated significant interest from fashion and gaming communities. 

The campaign received widespread coverage in major publications such as Vogue Business, Hypebeast, and WWD

Customers also received the collection well, with many NFTs selling out within hours of release.

Burberry’s Chief Marketing Officer, Rod Manley, stated,

“We are thrilled with the response to our NFT collection, which demonstrates the power of bringing together gaming and luxury fashion to create a unique experience for our customers.”

Using marketing analysis, here are the complete results of the campaign:

  • The campaign successfully targeted two markets, the fashion and gaming industries, and brought them together uniquely and innovatively.
  • The designers created NFTs to be playable and collectible, providing customers with a new and engaging experience.
  • The campaign generated significant media coverage, reaching a broad audience and creating buzz around the Burberry brand.
  • The limited availability of the NFTs made sense of exclusivity and urgency, leading to high demand and fast sell-outs.
  • The partnership with Mythical Games allowed Burberry to tap into the growing trend of blockchain technology. Also, the NFTs position the brand as forward-thinking and innovative.
Shark B- Burberry NFT

What Could Burberry Learn From Other Campaigns in the Metaverse?

Burberry’s partnership with Mythical Games to release a collection of NFTs in the Blankos Block Party game was a unique and successful campaign. 

By tapping into the growing trend of NFTs and the Metaverse, Burberry reached a new and engaged audience. While reinforcing its position as a forward-thinking and innovative brand.

Although it is not the first time that Burberry has collaborated with the gaming industry. It has already partnered with Honor of Kings, known as Arena of Valor. Burberry created two skins for the Yao character in the game.

However, Burberry could learn more from other campaigns such as Ralph Lauren, Tommy Hilfiger, Nike, and Vans.

These brands have created their version of games in Roblox, where users can style their avatars using their brands.

Collaborating with established brand games might be advantageous. But having their own brand space can create deeper connections with their brand enthusiasts.

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