Food 4 Less Taps Blockchain Technology for Soccer Promotion

The Kroger Co.'s Food 4 Less banner is engaging consumers with a blockchain-driven gamified experience  that is aimed at soccer fans and allows them to snag "crypto-collectibles." 

The retailer teamed up with Greenfence Consumer to leverage the ever-evolving blockchain technology, which will be supported through in-store and digital marketing tactics and aims to "enable consumers with no exposure to the blockchain to engage in the promotion," according to company officials. 

One of the perks of using blockchain technology as a promotion platform is that it is extremely secure, so gameplay and prizing are authenticated, fraud-proof and protected against duplication.

“The game itself, as well as any of the prizes, can be shared with friends and/or traded safely and securely among participants in the promotion, adding a unique social component to the experience," said Morgan Martin, Greenfence Consumer’s head of partnership integration. 

Eddie Vasquez, customer communications manager for Food 4 Less, said Major League Soccer's expansion to Los Angeles and its Los Angeles Football Club (LAFC) provided a "great opportunity" for the retailer to "embrace the team and the fanatical soccer community."

Greenfence said it was capable of providing coupons and rebates that are also powered by blockchain technologies.

The promotion will run at Food 4 Less in Southern California through Nov. 30. and includes prizes such as LAFC tickets and merchandise, as well as authentic digital collectible cards of athlete Carlos Vela.