NFTs didn’t take over this year’s Super Bowl like they did in 2022. But perhaps this was to be expected, considering that the NFT space only recently began to emerge from a market lull. Despite the lack of blockchain-focused announcements appearing during the big game, NFTs still had a presence, and one that went well beyond Reddit’s successful collectible avatar collaboration with the NFL.
We are talking about Digi Daigaku, of course. An NFT powered game created by Web3 startup limit rest, DigiDaigaku made waves as one of the only Web3-leaning commercials to air during the Super Bowl. Although the project garnered mass attention, it generated a mixed reaction, sending many in the NFT space reeling and ultimately sparking controversy.
The DigiDaigaku NFT Super Bowl Commercial
According to a press release shared with nft now, the DigiDaigaku commercial was meant to inspire “the biggest minting event ever.” Those who viewed the ad will be asked to scan a code that allows them to mint one of 10,000 free collectibles. But that’s not exactly what happened.
In short, the commercial suffered from poor execution. while the content itself — which featured 3D animated protagonists driven mad by a QR code for the better part of 30 seconds — may have left a bit to be desired, the featured element within the ad (i.e., the QR code) was flawed. For many, the code did not direct them to coin an NFT but to the Twitter profile of the CEO and co-founder of Limit Break, Gabriel Leydon.
With a large banner reading “follow to win” as Leydon’s Twitter headline, many believed the commercial and QR code was a form of high-end (and expensive) engagement farming. But apparently, that was not the case. Instead, it was an unfortunate result of the DigiDaigaku website redirecting to Leydon’s Twitter account after the site failed to load. A significant setback for an announcement reportedly cost $6.5 million.
NFT Super Bowl Trade Fallout
Shortly after it aired, it became apparent that the commercial was just one part of a rapidly unfolding DigiDaigaku debacle. In addition to Leydón tweeting the announcement and mint link before the commercial aired, users noted that the NFT claim itself was only accessible to those with an Ethereum wallet, meaning most of the millions of people who watched the SuperBowl probably couldn’t. claim.
As many took to Twitter to comment on the Lost opportunity to enthusiasts potentially getting into the NFT space, it became clear that DigiDaigaku was not the guiding light it might have been. While some collectors were able to claim the digital collectibles and got by with a successful quick spin of 0.5 ETH ($700 at the time) or more, the floor prices began to drop and currently sit at 0.288 ETH. Before the game ended, Leydon announced a second chance mint featuring another 5,000 of the free ones Unrevealed NFT Dragon Eggsbut only time will tell what’s next for the project.
Regardless of public sentiment, Leydon sees the commercial as a success. During a DigiCult Twitter Space after the game, he responded to the detractors by saying, “I don’t know what they expected, but Digi did exactly what we said it was going to do.” Furthermore, regarding the participatory farming allegations, Leydon noted that he was simply doing what made financial sense to him. “What was he supposed to do?” he asked him. “We spent seven million dollars, and after coining 4k, am I supposed to say thanks for visiting? No, I’m going to use that money for the engagement.”
It remains to be seen how Limit Break and DigiDaigaku will progress from the poorly received release. But perhaps, like other publicized NFT crashes of the past, they will remain a reminder of the potentially toxic effects of failing to meet expectations while operating under a microscope.
