For the Super Bowl this year, to complement their Canadian-themed Super Bowl ad, the brand also kicked off a “Crown Royal Chain of Gratitude” that follows the success of its “That Deserves A Crown” campaign – the brand’s first Web3 venture in digital collectibles. Consumers are invited to join the “Chain of Gratitude,” – a digital collectible-based game where Crown Royal themed prizes will be awarded based on the sharing of gratitude from one person to another.
Crown Royal, the official whisky sponsor of the National Football League (NFL) and a brand owned by Diageo partnered with Vayner3, a consultancy under the umbrella of VaynerX, was responsible for guiding the brand through the ever-evolving world of Web3 and helped bring the “Crown Royal Chain of Gratitude” to life. The digital collectible-based game invites players to mint digital “Tokens of Gratitude” and share them with friends to build a chain of gratitude. The player who starts the chain with the most players will win a custom Crown Royal cape, and others who are part of the winning chain may win a prize of Crown Royal sneakers.
To participate, players will visit web3.crownroyal.com, mint 1 of 2 digital “Tokens of Gratitude” and share a unique link to a friend to continue building their chain of gratitude. As the chain grows, the digital collectible available to players on that chain will also evolve dynamically.
We are excited to see Crown Royal connect with consumers in the next iteration of the internet while staying authentic to its brand values and inspiring generosity. This program will bring a new experience for Crown Royal’s community and will allow us to welcome football fans to the brand’s Web3 ecosystem…”-Avery Akkineni, President of Vayner3.
In the lead up to the big game, Crown Royal created excitement by releasing teasers featuring a modern take on O Canada, performed by Canadian guitarist Donna Grantis and produced by Grohl. The brand also hosted a private performance by Grohl, which was attended by military veterans and featured an opening act by Scotty Hastings, a singer, songwriter, and combat veteran. During the evening, attendees had the opportunity to participate in the Purple Bag Project, presented by Packages From Home, a decade-long initiative that provides care packages to those serving in the military overseas.
Crown Royal celebrated all week long in Phoenix, Arizona, by surprising local hospitality workers with Generosity Food Trucks featuring treats from Chef K and coffee from Sweet Waters Cafe, as a thank you for making game day great. The brand also celebrated at the 12th Annual NFL Honors, where they raised a glass to the athletes and support teams that make game day possible.
The brand has also launched its “Crown Royal Chain of Gratitude,” a digital collectible-based game where players are invited to mint digital “Tokens of Gratitude” and share them with friends to build a chain of gratitude. The player who starts the chain with the most players will win a custom Crown Royal cape, and others who are part of the winning chain may win a prize of Crown Royal sneakers.
Crown Royal has a long tradition of generosity, and over the last two years, it has worked with over 30 charitable partners to recognize the efforts of those who keep game day great. This includes a $2M commitment through the Crown Royal Generosity Fund and a partnership with UberEats, where the brand matched over 500,000 tips for delivery drivers.
Crown Royal invites all consumers 21+ to raise a glass to all those who help make game day great and to drink responsibly. The brand’s mission of generosity and its celebration of the hospitality and military communities is a true testament to its values and the spirit of Canada.