To help you to distill signal from noise, I put together a brief overview of how top brands were using NFTs this summer with some key learnings. I’ll cover:

My personal highlight: Lufthansa’s NFT-based loyalty program announced last week. Why? More on that below.

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The German air carrier has announced the public start of its NFT loyalty program with its partner app Uptrip. Passengers who scan their boarding pass in the Uptrip app receive a Polygon-based NFT. These NFTs can be stored a crypto wallet of their choice and traded on an integrated marketplace. Link

Insight: Lufthansa executed this very well. The word “NFT” is nowhere mentioned (instead they say “Cards”). The onboarding is as easy as downloading an app (Uptrip). Collecting “Cards” by scanning the flight ticket is fun and easy. The rewards such as airport lounge access, flight upgrades, or for status and award miles, are equally straightforward. Plus, these NFTs are transferable beyond Lufthansa's ecosystem. Could this be the blueprint for scaling Web3 to a billion users? Possibly.

Adidas auctioned off 100 access passes (“fresh forum”) linked to 100 corresponding pairs of physical sneakers. Each physical pair is also equipped with an NFC chip, which provides the owner with access to the Digital Certificate of Authenticity. Link