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Crown Royal Launches Its NFT-powered Game To Encourage Gratitude

Milestone Date: February 15, 2023


Crown Royal is back at it again. With help from Vayner3 (Gary Vaynerchuk’s Web3 consultancy), the whiskey brand is launching an NFT-based game called “Crown Royal Chain of Gratitude” to promote the spirit of gratitude. The point of the game is to get as many friends as possible to join the game and extend the “chain of gratitude.”

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Crown Royal NFT & Metaverse ProgramCrown Royal NFT & Metaverse Program

To start playing, you must mint “Tokens of Gratitude” or join someone else’s chain of gratitude. The general idea is to pay it forward with a show of gratitude for someone whom participants are grateful for. All participants will receive a free NFT featuring either a Gratitude Crown or a Gratitude Bag. Participants who create the longest chains of gratitude will be able to win more premium and exclusive rewards, like a Crown Royal cape or a pair of unique Crown Royal sneakers.

This game launched as part of Crown Royal’s ad during the NFL’s Super Bowl LVII. This marks the brand’s second NFT launch. Last November, Crown Royal launched “That Deserves a Crown,” its first NFT campaign centered around giving back.

Although the Crown Royal NFT program isn’t as mature as some other enterprise NFT-based engagement and loyalty programs, it’s more evidence of how global brands are leveraging blockchain for customer engagement as well as charitable and philanthropic efforts.

By Elizabeth Morrison

Published:February 15, 2023



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