Budweiser has teamed up with Zed Run to put Clydesdale draught horses in its NFT-based horse racing and wagering game. Furthermore, the companies offer in-game competition, exclusive merchandise, and more.
Budweiser has set out on a unique non-fungible token journey, from buying the beer.eth ENS to releasing its collectibles. Now, the famous beer brand is off to the races via a marketing and sponsorship deal with Zed Run.
Earlier this week, Budweiser announced plans to put its famed Clydesdale horses into the NFT horse racing game Zed Run. Previously, the game allied with beer brand Stella Artois. Furthermore, the beer brands Budweiser and Stella Artois are owned by the same Belgian multinational brewing company, Anheuser-Busch InBev.
Through this deal, Budweiser will release in-game horse skins based on Clydesdale mascots from past advertising campaigns. Also, it is releasing a Budweiser-themed race track in the game.
Founded in early 2019 by Sydney-based Virtually Human Studio, Zed Run’s racing horse NFTs were initially minted for around $30 to $80. However, it has become a highly sought-after asset trading for thousands of dollars on secondary markets. In fact, one owner sold a simple Zed Run NFT for as high as $125,000 in April 2021.
Virtually Human Studios The CEO and co-founder, Chris Laurant, said in a press release, “Working creatively alongside Budweiser, an iconic brand that epitomizes the American dream, opens up more opportunities for our expanding Zed Run community.”
Meanwhile, Zed Run has scheduled the Budweiser Pass NFT sale for June 9. 2,500 NFTs will be available at $225 a piece plus Ethereum gas fees. However, you need to be aged 21 or over to get your hands on one of the Budweiser Pass NFTs.
Zed Run will give the sale’s early access to existing owners of Budweiser Heritage Can NFTs and either a Zed Run NASCAR pass or a Zed Run Genesis NFT racehorse.
In July, Budweiser Pass NFT holders will be airdropped a Budweiser Clydesdale skin. In addition, holders will also receive a virtual t-shirt for the metaverse platform Decentraland.
Budweiser plans to collaborate on a pair of in-game challenges worth a $45,000 prize pool each in July and August. Also, a December tournament with $95,000 in prize money and a year-long free supply of beer for the winner. Furthermore, the beer brand will release exclusive merchandise for NFT holders in November.
Moreover, once all the promised utilities are fulfilled, Budweiser and Zed Run will offer a “burn-to-earn” incentive in early 2023. Thus, holders will have the option to “burn” or permanently destroy the Budweiser Pass NFTs for rewards.
Since last fall, Budweiser has made several moves in the NFT space, starting with buying the beer.eth ENS domain. After that, the brand released its own Heritage Can NFT, billed “key to the Budverse” with various perks and incentives.
Meanwhile, Zed Run has generated over $300 million in secondary NFT sales. Also, Virtually Human Studios raised $20 million in funding led by Andreessen Horowitz to continue development.