The world's first press release as an NFT Болотских Ирина
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Innovation
Task
Our task was to tell a mass audience about the Smart Fuel platform without using a large marketing budget. We needed to create a newsbreak and distribute it via Telegram channels so that the news began to spread across social media and into traditional media.
Ideas and solutions
Smart Fuel is our new digital aircraft refueling platform which allows one to make instant payments for air refueling. This reduces the time for mutual settlements between the fuel supplier and the airline from 4-5 days to 15 seconds. Smart Fuel is based on blockchain technology. We decided to associate this fact with the rising trend of NFT and crypto art marketplaces. For example, the famous Russian artist Pokras Lampas sold a projection of his canvas at a crypto auction for 2M rubles, and Chris Torrance earned $590K by selling his renowned Nyan Cat GIF as an NFT. We became the first company worldwide to publish a blockchain-dedicated press release on the OpenSea marketplace as an NFT. To design the press release as an art piece, we used a fragment of Maxim Zhestkov’s art project “Digital Twins” which he prepared for SPIEF 2021. The media artist creates digital worlds based on our technologies. One of the worlds was inspired by the Smart Fuel platform, and we incorporated its fragments into our collectible token. We organized several publications across thematic telegram channels related to advertising, technology and cryptocurrency. We estimate the total coverage of our campaign at 16.3M, including 33 publications in traditional media (9.1M in coverage), 153 mentions in social media (5.6M in coverage) and 80 mentions across influential Telegram channels (total audience estimated at 1.6M).
