The Australian Open Metaverse, in partnership with web3 studio Run it Wild, won the first Cannes Lions for a NFT-metaverse project in the entertainment category for sports.
The AO Artball picked up a Bronze Lion for most innovative use of tech and platforms in sport.
The open was the first grand slam to virtualise its precinct in the Metaverse, Decentraland, taking visitors on an immersive journey through Melbourne park, including access to behind-the-scenes footage, historic matches, and play-to-earn daily quests to win NFTs, POAPs & wearables from anywhere in the world.
Adam De Cata founder of Run it Wild said: “I’m incredibly proud of what the Run It Wild team has delivered - being recognised for a project that was anchored by blockchain technology, there’s something truly beautiful when creative, data and technology meet.
“Having the faith and support of the AO, it’s been a crazy ride pushing the limits of creative and technological possibilities, elevating those we work with - it takes a village to raise metaverse records.”
Ridley Plummer NFT & Metaverse project lead Tennis Australia said: “It’s a huge honour as a Web3 project to be recognised by the creative industry in the most prestigious creative awards.
“We wanted to push the boundaries of what was possible using the technology we had available to us - we believe our ability to link data, sport, and technology to drive a valuable consumer experience is true innovation.”
NFT holders were last week invited to an AO Metaverse crypto-can't-buy private tennis clinic with Stan Smith, a former world number one tennis player, two-time major singles champion & from one of the most successful doubles pairings of all time.
De Cata said: "As a blockchain romantic, the future of utility is in the eyes of the beholder and we see the potential for web3 as limitless.
“We’re excited to bring our community of fervent tennis fans more imaginative experiences as metaverse development accelerates and the need for immersive IRL experiences with it.
“Building in real time, there have been plenty of learnings, AO23 and beyond looks pretty special. More to come."
Plummer said at the AdNews Live event earlier in June: “What we knew early on was that our core consumer base will not be the person buying this [NFT] product.
“Our core consumer is a 45-year-old female, and she's not buying this [NFT] product unfortunately, although she may in the future.
“So, we knew we had to target the NFT crowd, the sort of 25- to 35-year-old predominantly male base.
“So, the project became a fan acquisition piece, rather than fan engagement or fan enhancement, we started talking to a whole new audience of 25- to 35-year-old males, and brought them into our project through the use of technology.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.