Yoplait has launched its first-ever NFTs (Non-Fungible Tokens) collection, in partnership with skateboarding sensation and Tokyo 2020 bronze medallist Sky Brown, to raise money for her chosen charity, Skateistan, an international non-profit organisation that empowers children through skateboarding and education.
According to Wikipedia, a non-fungible token is “a unique and non-interchangeable unit of data stored on a digital ledger. NFTs can be used to represent easily-reproducible items such as photos, videos, audio, and other types of digital files as unique items, and use blockchain technology to establish a verified and public proof of ownership.”
In this instance, the NFTs are digital art in the form of a Sky Brown x Yoplait avatars, which incorporate moments from Brown’s medal-winning moments at Tokyo 2020.
There are 61 avatars available to purchase via the Team GB NFT website. These can be used in several ways, such as a social profile picture or digital art collections. Buyers will also be offered an exclusive opportunity to be entered into a ‘lucky dip’ to win a host of money can’t buy prizes, including signed merchandise and personalised videos from Brown.
Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills, said: “At Yoplait, we are constantly looking at new ways to revolutionise our campaigns. This is a first for both Sky and Yoplait, allowing the brand to deliver fun like no other kids’ healthy snack. The launch of the NFT collection is the latest development in the partnership between Yoplait and Team GB’s youngest-ever medallist.
“We are also proud to support Skateistan – a charity that is very close to Sky’s heart – and to help make a difference to children’s lives while encouraging them to get active. Donations from the sale are expected to raise an estimated £7,000 for the charity.”
Sky Brown said: “I am super excited to partner with Yoplait to bring our unique Sky Brown x Yoplait avatars to the NFT universe. Proceeds from all NFTs purchased will go to my chosen charity, Skateistan. By combining skateboarding with creative, arts-based education, Skateistan gives children the opportunity to become leaders for a better world. A cause that is very important to me.”
The NFT collection is supported by activity across Sky Brown’s, Frubes’ and Team GB’s social media channels along with consumer and trade PR activity.
