Shark Week 2022 is arriving, and it's bringing non-fungible tokens along with it. Here’s a look at the details and how viewers can get free NFTs for watching content.
What Happened: Shark Week returns for a 34th season with content airing on Discovery and the Discovery+ streaming platform, both owned by Warner Bros. Discovery (NASDAQ: WBD).
Shark Week airs July 24 through July 30 and features Dwayne “The Rock” Johnson as the master of ceremonies.
Discovery partnered with Nifty to create a collection of NFTs for Shark Week 2022.
The first five NFTs are available for purchase for $10 from July 20 through July 31. These five NFTs are an open edition, with as many available as people mint through July 31. People can buy 10 per transaction with no limit on the number of transactions.
An additional seven NFTs are available for people who watch Shark Week.
“When Bob the Shark reveals the QR code on your TV, scan it for a free claimable NFT to add to your collection,” the company said.
Seven different NFTs will be offered, with a new shark each night, claimable for a 24-hour window. Users can trade and sell the NFTs on the Nifty marketplace.
People who collect all 12 sharks, including the first five for sale and the seven claimable from the television content, “will receive jaw-some prizes,” according to the company.
The NFTs are minted on the Palm Network, which counts Warner Bros. Discovery and Microsoft Corporation (NASDAQ: NASDAQ:MSFT) and investors. The Palm Network is said to be one of the most energy efficient proof-of-work blockchains and has low gas fees and fast transactions.
Related Link: How To Buy NFTs
Why It’s Important: Warner Bros. Discovery joins the growing list of media companies diving into NFTs. Several companies have used NFTs as a way to entice people to watch programming.
The use of a QR code to scan during live programming could be a strong marketing play by the company and falls in line with a similar plan from Coinbase Global (NASDAQ: NASDAQ:COIN).
A QR code seen during a Coinbase Super Bowl ad led to millions of people going to the company’s website and a short crash of the site.
Discovery could see an increase in viewership for its primetime Shark Week coverage with the NFTs.
The company could also get a lift from the announcement that an exclusive first look at the Game of Thrones prequel “House of the Dragon” will air during Shark Week. The show is set to premiere on HBO and HBO Max in August 2022.
Discovery added new partners and advertisers for Shark Week 2022 and is hoping to lock in some new sponsors for 2023, something strong viewership and demand for the NFTs could potentially help with.
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