Case Studies
November 29, 2022

Bringing NFTs to the NFL with Crown Royal

In partnership with Salesforce, Diageo, and Vayner3, Crown Royal expands its tradition of generosity into Web3 through the launch of the brand's first digital collectible.

Crossmint x Crown Royal

Last week, we reached millions of households as Crown Royal dropped their "That Deserves a Crown" NFT campaign live during the Thanksgiving NFL game. We partnered with the number-one selling Canadian whisky brand in the world to give back - digitally. Send an NFT to someone who makes a difference in your life; for each digital collectible claimed, Crown Royal is sending a care package to an active-duty American military member.

Anyone 21+ can participate at:

Crow in Crossmint
That Deserves a Crown NFT Artwork created by Adam Verhassel

The mint is powered by our Minting API, enabling anyone to mint and send the NFTs with just an email address - no crypto or wallet required. Recipients will receive their digital crowns in a Crossmint Wallet associated to the email address used when sending the NFT. By leveraging NFTs, Crown Royal unlocks a unique and innovative form of brand engagement, paving the way for loyalty program and charitable initiatives.

For each crown digital collectible claimed between November 24 and December 31, 2022 (up to 75,000 total), one signature Crown Royal purple bag will be packed and sent as a care package to American military active duty members overseas as an extension of the Crown Royal Purple Bag Project, an initiative designed in partnership with Packages From Home.

About Crown Royal

Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant flavor and gift-worthy presentation reflect its regal origins – it is considered the epitome of Canadian whisky. For more information, visit Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. For more information about Diageo, their people, brands, and performance, visit

About SalesForce NFT Cloud

Salesforce NFT Cloud is one of Salesforce's latest innovations, which allows for brands to quickly and easily create and distribute NFTs, while also enabling them to manage and leverage NFT data across the rest of their solutions: everything from marketing to sales, service, and commerce. The Salesforce Customer360 is all the more powerful when powered by Web3 data.

About Vayner3

Vayner3 is a consultancy under the umbrella of VaynerX exclusively focused on guiding the world's leading enterprises and intellectual property owners in the next iteration of consumer behavior, and navigating the ground-breaking and ever-evolving world of Web3. For more information, you can visit:

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