What happened: In August 2021, Coca-Cola made its debut into the metaverse with a winning offer of $575,883.61 in an online auction for the brand’s first-ever NFT collectibles. The four multi-sensory, friendship-inspired NFTs, ‘Friendship Box’ were sold within 72 hours on the OpenSea marketplace, to an anonymous buyer, NullAddress. The NFTs: The Friendship Box is a reimagined vintage Coca-Cola cooler with dynamic motion and illumination that houses three other NFTs: a custom-designed Coca-Cola Bubble Jacket that can be worn in the Decentraland 3D virtual reality platform, a Sound Visualizer that depicts the recognisable sonics of enjoying a Coca-Cola, and a Coca-Cola Friendship Card with updated artwork from 1948. What else: The winning bidder also received a fully stocked Coca-Cola refrigerator in real life. Coca-Cola sponsored a “can-top” celebration in Decentraland, a 3d virtual platform, on International Friendship Day with music, giveaways, and a first glimpse at the Friendship Box before the auction’s debut.