Kia America has developed a new NFT collection to raise funds for MobilizeGreen on Giving Tuesday.
The automaker’s latest NFT collection features artwork inspired by its “Legends of the Driveway” basketball-themed spot from David&Goliath for the Kia Telluride SUV.
The spot shows a series of basketball hoops from an assortment of different homes and driveways. It closes with the voiceover “Here’s to the Legends of the Driveway” as a young father and his two kids are shown shooting basketballs.
“Pickup basketball games, whether they take place in a local park, in school yards or a neighbor’s driveway, are where many pro-basketball legends got their start,” said Russell Wager, vice president, marketing, Kia America, in a release. “Kia wanted to celebrate these enormously talented players as they are the inspiration for many young people dreaming of making their own way to the pros.”
NFT collectors can mint “Legends of the Driveway” for $49.99 per collectible. In addition to the collectible, each token doubles as a sweepstakes entry for a chance to win a weekend trip to the 2023 NBA All-Star game.
This new collection from Kia America will be minted on the carbon-neutral Polygon blockchain and sold on the Sweet marketplace.
The benefiting nonprofit, MobilizeGreen, has engaged more than 2,500 young people of color in paid “green” and STEM-focused career-pathway internships in collaboration with government agency partners since 2014.
This isn’t Kia’s first foray into web3 and digital collectibles. In February, Kia launched the Robo Dog Collection on the Sweet platform, which featured the futuristic mechanical dog from Kia’s Super Bowl ad spot as a digital collectible, with proceeds going to the Petfinder Foundation to help shelter animals find forever homes.
In July, Kia America launched a campaign for the 2023 Kia Soul that enabled viewers to scan and claim a Kia Soul NFT.