Dive Brief:

• Zed Run, a digital horse racing company, has partnered with Budweiser to release a new nonfungible token (NFT) collection themed around the beer brand’s Clydesdales, according to information shared in an email with Marketing Dive.
• The NFT, known as Budweiser Pass, gives buyers access to a range of Budweiser-themed merchandise, including the opportunity to digitally race a Budweiser Clydesdale. The tie-up makes Budweiser the official beer of Zed Run.
• The Budweiser NFT is not the first time Zed Run has partnered with Budweiser parent Anheuser-Busch InBev. The activation follows a similar one with Stella Artois last year. AB InBev continues to experiment with the NFT concept on a larger scale and deepen its investments in the metaverse.

Dive Insight:

Despite dramatic drops in the value of both cryptocurrencies and NFTs in recent weeks, brands seem committed to employing these tools in their marketing — at least for now. AB InBev has made several forays into NFTs before, and a more formal tie-up with Zed Run indicates the marketer continues to expand its strategy despite the volatility. 

Clydesdale horses are an integral part of Budweiser’s history. Initially a gift from August Anheuser “Gussie” Busch Jr. to his father to celebrate the end of prohibition, the horses have appeared in numerous iconic commercials from the beer brand, including a famous 9/11 memorial advertisement. 

A total of 2,500 of the Budweiser Pass NFTs will be available. They are divided among three tiers: 1,600 will be classic Clydesdale collectibles, 800 will glow amber and display a modern neon Budweiser sign and 100 will glisten gold and feature elements of Budweiser’s packaging and logo. Those with an NFT in their wallet will have access to exclusive in-game events and other perks on Zed Run. Each will retail for $225 plus a gas fee via the Hang platform.

“This partnership reinforces our commitment to driving meaningful, rich experiences for adult consumers,” said Richard Oppy, vice president of global brands at AB InBev, in a press statement. “We’re celebrating our history and galloping into the future, simultaneously.”

Budweiser seems to be using NFTs to build brand loyalty. Previous NFTs released by the marketer include Budweiser Heritage, which focused on packaging, and a Budweiser Royalty drop themed around up-and-coming musicians. Early access to the Budweiser Pass sale will be given to those with a Budweiser Heritage NFT already in their wallet and those who are active Zed Run users.