Stakeholder EngagementLaunchedToyota Australia Launches Beta NFT Digital Experience For Car Owners
Milestone Date: August 10, 2023
As a part of a new blockchain-based initiative that’s intended to drive additional loyalty and revenues, Toyota Australia has launched its GR-ID NFT program. The company claims that the digital experience – produced in collaboration with Rotor Studios, Moonshot, and R/GA Australia – is the first of its kind. The Toyota GR Yaris Rallye is an Australia-specific, high-performance, four-wheel-drive, rally-capable hatchback. Owners who purchased this car before November 1, 2022, and are members of the Toyota-underwritten Gazoo Racing Club will be able to mint the NFT.
Once minted, a GR-ID NFT becomes the GR Yaris Rallye owner’s digital ID, which allows them to access rewards from Toyota. In addition to minting a GR-ID NFT that’s phygitally paired with their car, owners that complete the minting process will also earn a $50 Visa digital gift card. Then, owners have the option to “evolve” their NFT by spending a minimum of $300 on Toyota products or services within the OneToyota Network in Australia. By doing this, they will earn an OrbitKey Clip v2 clip-on keychain that includes a limited-edition GR-ID carbon-fiber tag that’s personalized with the unique number of their NFT.
Toyota Australia’s GR-ID NFT program is meant to drive community, loyalty, and additional engagement with owners of the Toyota GR Yaris Rallye.
The first 20 people who evolve their minted NFT will also win a genuine Stilo Racing Helmet. The car owners have until November 11, 2023 to mint and evolve their NFT.
“If brands are going to continue to generate loyalty from their customers, they need to adapt to new behaviors and opportunities. Toyota is constantly looking for innovative ways to engage with their communities. So it’s been a pleasure to partner with them to successfully deliver their first ever Web3 and NFT project,” said Michael Titshall, CEO, Australia, R/GA.
By Elizabeth Morrison
Published:August 4, 2023