Mediacorp embraces NFT solution for advertisers

National broadcaster Mediacorp has teamed up with non-fungible token (NFT) marketplace Mintable to offer NFTs for the first time to advertisers as part of clients' marketing campaigns in the Singapore market. Bringing together Mediacorp’s omnichannel reach and Mintable’s expertise in NFTs, which has users from over 200 countries globally, the tie-up paves the way for advertisers to build stronger engagement and brand loyalty amongst today’s digital-first audiences in an increasingly congested online space.

With this partnership, Mediacorp will drive the development and publicity of clients’ NFT campaigns, backed by Mintable’s blockchain-run solutions, such as. Through the partnership, Mediacorp, with professional inputs from Mintable, will work with clients to draw up end-to-end NFT campaign strategies customised to meet their business needs. Clients can also work with Mediacorp to design NFTs – such as images, videos and GIFs – from scratch, or have their existing content and media assets repurposed into NFTs. Mintable will manage the hosting of these NFTs on its platform for Mediacorp’s clients, as well as develop custodial wallets and customised smart contracts for them.

Mediacorp will also leverage its omnichannel reach, boosted by the reputation of its celebrities and content creators from social network Bloomr.SG,to promote clients’ products and NFT offerings.

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This collaboration with Mintable builds on Mediacorp’s earlier efforts to offer the most comprehensive and value-added advertising solutions available to marketers in recent years.  For instance, solutions include the development of self-service advertising platform Mediacorp AdDirect, the offer of brand uplift studies to help advertisers gain deeper insights into their digital campaigns and the launch of one-stop social media marketing solution Mediacorp SocialHub.

Such campaigns open up new possibilities in enabling brands to reach out to new audiences and potential customers in the virtual world. Through NFTs, consumers get to own a piece of a brand, which in turn helps to create more experiences for consumers while forging stronger brand value and loyalty.

Parminder Singh, chief commercial and digital officer, Mediacorp, said, “We are excited to partner Mintable to further expand our suite of transmedia advertising solutions by incorporating NFTs as a next-generation marketing tool.”

This move signals Mediacorp’s continuous effort to explore new digital technologies and harness the immense potential that these may hold for the industry, Singh added. “With our wide multiplatform reach and core strengths in storytelling, we are confident that Mediacorp’s NFT-driven campaigns will give our clients a decisive leg up in engaging their desired target audiences and growing their businesses.”

The evolution of the digital landscape and the transition into Web 3.0 has proven that modern audiences are driven by authenticity and engagement, added Zach Burks, founder and CEO of Mintable. ”Mediacorp understands this, and its partnership with Mintable demonstrates its commitment to providing value to this emerging generation of audiences.”

Burks shared: “Through our NFT services for enterprises, we make it easy for brands to create fun and meaningful digital experiences, thus offering greater value to a more engaged digital audience.”

"The NFT campaigns can also be customised according to a client’s desired target audience, which typically include digital natives in the 14 to 35 year old age group. Mintable will also provide comprehensive support for these campaigns, providing maximum visibility and engagement to their user base of over one million individuals.” a Mediacorp spokesperson said to MARKETING-INTERACTIVE. 

On a branding front, Mediacorp rolled out refreshed logos for its suite of digital, free-to-air and audio platforms and products from 1 February. The new visual identity will consist of Mediacorp’s “M” prefix featured prominently in the individual logos, each rendered in a sleek, single or dual-colour scheme. The design aims to drive all audience interactions and communications back to the main Mediacorp brand, strengthening its collective presence and showcasing the extensive reach of the entire media network through a harmonised and unified look.

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