Coca-Cola’s Serbian division has partnered with SolSea, a Solana-based NFT platform, to launch an NFT initiative during the upcoming summer music festival, EXIT Festival. The festival will take place at the Petrovaradin Fortress in Novi Sad, Serbia, starting on July 6 and running through July 9, 2023.
As part of the collaboration, Coca-Cola will feature a captivating “Magic Mirror” activation at their designated zone within the festival. Attendees will have the opportunity to step in front of the Magic Mirror, which will dress them in a randomly selected assortment of merchandise in real-time 3D. To capture the moment, festival-goers can obtain a picture by scanning a QR code.
In addition to the virtual reality (VR) experience, Coca-Cola and SolSea will team up with the ALL.ART Protocol to offer a special digital collection. This collection will include 3D models of short-sleeved shirts, 3D models of sleeveless shirts, and 100 exclusive hoodies, each paired with a unique NFT. Some of these exclusive NFTs will be available for purchase during the festival.
While this marks the Coca-Cola Serbian division’s first venture into the Web3 space, the company as a whole has already embraced the world of NFTs. In July 2022, Coca-Cola celebrated International Friendship Day by releasing a series of NFTs. In the same month, they also launched the “Coca-Cola Pride NFT Collection,” dedicated to supporting the LGBTQIA+ community.
