The official whisky sponsor of the National Football League (NFL), Diageo-owned Crown Royal, launches “Chain of Gratitude,” – a digital collectible-based game in collaboration with Gary Vee’s NFT platform Vayner3.
According to the announcement, in the Chain of Gratitude game, Crown Royal-themed prizes will be awarded based on the sharing of gratitude from one person to another.
Crown Royal launched the game in conjunction with its first-ever Super Bowl spot with a sixty-second ad featuring Dave Grohl.
Interested users must go to the official website and mint 1 of 2 digital “Tokens of Gratitude,” and share a unique link with a friend to keep their chain of gratitude going.
The digital item that is made available to participants on that chain will change dynamically as the chain expands. If a member decides to begin a chain of gratitude or join an existing chain by growing the chain of gratitude, the “Gratitude Bag” will be minted.
Players should aim to keep expanding their chain since the person who started it with the most participants will win a personalized Crown Royal cape, and anyone else who is a part of the winning chain could win a pair of Crown Royal sneakers.
Once someone accepts the “Gratitude Crown” for themselves, that Chain of Gratitude ends. Everyone who participates in the Crown Royal Chain of Gratitude will receive a free digital collectible: a Gratitude Crown for those who claim one, or a Gratitude Bag for those who decide to extend the Chain of Gratitude to someone else.
This is Crown Royal’s second web3 project, after its successful “That Deserves A Crown” initiative. The artwork for both collectibles was created by rising Canadian digital artist Carmilla Sumantry.