Ducati launches NFT collection
The iconic Italian motorcycle brand is launching a new collection of 11 digital collectable bikes that will - at some point in the future - unlock additional benefits for holders.
From Digiday:
In spite of rising skepticism around blockchain technology, Ducati remains confident in the marketing power of Web3.
Today, the Italian motorcycle brand is launching “Ducati Legacy,” its first collection of limited-edition branded NFTs. Developed in collaboration with the blockchain enterprise company Web3Pro, the collection includes 11 digital motorcycles priced at $100 each, with the collection comprising 5,000 digital collectibles in total. Ducati has promised that holders will be granted exclusive benefits in the future, although it hasn’t yet announced specific benefits.
When asked, Ducati marketing manager Alessandro Cicognani admitted that the brand doesn’t have a concrete plan for the NFT holder benefits quite yet, although he was brimming with ideas.
“The collectibles will be a bridge to the physical Ducati world, as the first step,” Cicognani said. “In terms of the future of what Web3 could offer to any company — smart contracts and ownership of the bike or certificate — it’s something that’s still in the process. Right now, we are scratching the surface.”
Amorphous plans notwithstanding, Ducati has good reasons to investigate Web3 tech as a marketing tool. Building a community of Ducati enthusiasts, or “Ducatisti,” has been a core element of the brand’s marketing for decades. “Community” is one of the operative words of the Web3 space, and fostering an inner circle of Ducati superfans and NFT holders is arguably a natural extension of Ducati’s pre-existing tribal marketing strategy.
Additional detail via The BlackBook Motorsport
Midjourney’s idea of what Ducati NFTs might look like.
