Frank’s Red Hot Introduced an ‘Edible NFT’ as a Promotional Contest Prize

Brendan Menapace

The popularity of NFTs has made them viable prizes, but a lot of people might still feel like they want something, you know, real. After all, if you win a major award, you want something to show off or enjoy without having to log onto the computer every time.

Frank’s Red Hot is offering customers the best of both worlds by giving away a regular NFT as a promotional prize, and also including an “edible NFT,” or eNFT for short.

From Jan. 27 until the day of the Super Bowl, fans can upload photos of their finished chicken wing bones in exchange for “Bonecoins,” a fictional cryptocurrency introduced by Frank’s for the promotion. Whoever earns the most Bonecoins will win the NFT and its edible replica.

“Frank’s Red Hot keeps a pulse on the latest trends, and we are particularly excited about giving fans the opportunity to tap into the NFT space in a saucy and interactive way,” said Alia Kemet, vice president of creative and digital at McCormick. “We’re excited to be a first to offer an edible NFT, or what we’re calling an eNFT. What better way to enjoy football than with your own Frank’s wing art—both digital and edible.”

This week, Frank’s will host an in-person event in New York City with quarterback Eli Manning and comedian Eric Andre, where fans can get free hot wings from the Frank’s “Wing Wagon” to help them on their way to Bonecoin victory.

We’ve been covering NFTs and how they can be integrated into promotional campaigns, especially if there is a physical counterpart. This one uses the hype of cryptocurrency in a tongue-in-cheek way, encourages participation on social media, and has a direct call to action to use Frank’s Red Hot (and therefore buy it).

We’re not sure about how tasty this edible NFT is, but does it really matter? It’s a major award. The taste of victory will be sweeter than any chicken wing on the planet.

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