I’m getting more interested in NFT marketing approaches lately, and following up on my previous convo on “NFT utility beyond just art”, I wanted to dig a bit deeper into one specific angle that keeps popping up: Using NFTs as Loyalty Programs: Hype or the Future?
In my last post, I explored how NFTs are being used as access tokens, community keys, and engagement tools. Since then, I’ve seen even more examples of brands experimenting with NFT-based loyalty, so it feels like the right time to zoom in on that topic.
So, what happens when NFTs replace traditional point systems? Instead of centralized dashboards and expiring perks, NFTs offer on-chain rewards that are verifiable, tradable, and even composable across ecosystems. In 2025, several campaigns stood out:
- Starbucks Odyssey continued to lead Web2.5 loyalty with gamified NFT journeys tied to real-world coffee perks – campaign link
- Red Bull Racers dropped evolving NFTs that level up with event attendance and fan interaction – campaign link
- Yuga Labs’ Otherside XP Passes rewarded engagement and offered tiered experiences for loyal community members – campaign link
- Nike .SWOOSH gave early access and exclusive drops to holders of achievement-based NFTs – campaign link
- Azuki x LINE Friends launched a hybrid merch + NFT program where collectibles unlock IRL event invites and drops – campaign link
So, is it hype or the future? Maybe a bit of both. The tech is here and the promise is real, but like any loyalty system, it only works if it’s relevant, rewarding, and easy to engage with. When done right, NFTs can turn users into owners and customers into advocates. But it has to start with understanding your community.
Curious to hear your take: Are NFT-based loyalty programs something you’d use, or build?