Metaverse Marketing Down Under

By Claudia Floros

Many people think cryptocurrency and blockchain technology are so far beyond the real world, and anything tangible, but many brands are looking to change the face of NFTs forever. Brands are jumping on this latest digital bandwagon and uses vary from community engagement to campaign promotion and influencer marketing. Here in the land down-under, we aren’t foreigners to embracing this phenomenon, so here are some Aussie brands taking over the NFT space.

AFL and Australian Open.
Conforming to the digital age is something brands are continuously doing to stay relevant to their audience, and sporting brands are jumping on the bandwagon. Yes people, Australian sports mementos are going digital. Looking towards blockchain technology to engage with fans and monetise their brands.

Much like any other person in the early 2000s, my dad would collect AFL trading cards. Constantly stuffing them into their little plastic pockets and ending up with piles of trading card catalogues that I would show all my friends. These tangible mementos are still sitting on the bookshelf many years later, so I am no stranger to sporting memorabilia. However, the AFL is looking to take this to the next level and make memorabilia digital. Long gone are the days of trading these cards in the playground, now its online trading with your mates, because these footy cards have become NFTs, able to be purchased through the blockchain technology 

Furthermore, during their season opening, fans in the stands and those watching along at home were welcomed with the subtle bright blue side line advert of ‘’. As well as individual players also seeking to support their brand, with players like Gary Ablett Jnr working with ‘Pickstar’ to create their own NFT collectables. 

The AFL isn’t the only sporting brand to turn to the metaverse. During their annual January spot in Melbourne, Australia open fans were greeted with the opportunity to buy uniquely patterned virtual tennis balls.  In their ‘AO decades collection’, they focus on six commemorative NFT collections celebrating decades from the 1970s to the 2020’s. Fans have more than 40 pieces to choose from and for any special fans who complete the set for each decade would receive a ‘master NFT’ in the form of a commemorative 3D poster from that decade. 

The Australian Open received an overwhelming positive response for the public and saw it as a new way to engage tennis fans alike.

AO and AFL doing playing hard at NFTs


While NFTs are a global phenomenon, it’s only appropriate that Australia’s most well-known airline company has jumped on board. Qantas is famous for their collectible items, such as model aircrafts, posters and boarding passes. One thing that Qantas memorabilia seems to ensure, is the sense of nostalgia and its sense of patriotism when owning a piece of the aviation carrier. 

Looking for their next step in memorabilia, they are set to focus on NFTs greatest asset, its uniqueness, and focusing on their ‘one-of-a-kind’ artwork. Stephanie Tully, Qantas Group chief customer officer remarked on how the collection “allows us to engage the next generation of aviation and digital art enthusiasts” and how they are “leveraging blockchain technology to celebrate our heritage and future”. 

The company is in the midst of registering the public’s interest ahead of its mid-year release. The tokens will be classified into four distinct collections, named after their cabin classes, first, business, premium economy and economy.  The initial buyer of the Qantas NFT would be able to earn Qantas points and are further introducing benefits for buyers at a later date. Furthermore, frequent flyer points and offer bonus’ up for grabs to those who purchase the full set of classes

Controversial or clever? Qantas navigates the world of NFTs.


Sunny skin
For Australian beauty brand, ‘Sunny Skin’, upgrading the typical influencer marketing and community was at the top of their list of reasons for jumping into the metaverse. They are aiming for longevity within the brand and think this is the way to do so. Moving with the market seems to be this brand’s go-to marketing strategy, and who can blame them?

Their NFT collection ‘Aussie Angels’ based on iconic Australian animals, with their initial digital character ‘Kali the Koala’. Co-founder Danielle McDonald has said that the character of Kali is “designed as a digital influencer as well as characterisation of the brand, embodying its values, look and feel in the metaverse”. According to McDonald, Kali is an integral part of their company, as she is a “manifestation of Sunny Skin” and appeals to their target customer. 

They are also looking to create their own world, within the metaverse space. ‘Sunnyverse’, where in a different section on the website, using metaverse dollars and the public can buy ‘sunny skin SPF’, access new and different products and create a club that offers skin care loving enthusiast gifts, product testers and conversations around skin care and other important social issues.

As a lover of skincare myself, I appreciate the juxtaposition of something seemingly very feminine completely changing the ‘scary and overwhelming’ crypto and blockchain space. I think this would encourage more people from all walks of life to start enjoying and investing in NFTs

Startups x NFTs seem like a good fit.

Source: CMO:

Australian brands utilising NFTS to project their company into the metaverse world allows for these brands to have an influence on a global scale. We love to see some Aussies taking over the metaverse, and we hope to see many more.