Nothing Says ‘Car Wash’ Like NFTs

Soapy Joe’s Promotion mixes the metaverse with merchandise
Soapy Joe's logo
Image courtesy of Soapy Joe's

SAN DIEGO — In an unlikely turn of events, NFTs (non-fungible tokens), the digital collectibles that are all the rage with celebrities and “tech bros,” are coming to the car wash.

Soapy Joe’s, a family-owned car wash in San Diego has kicked off its “Passport to Fun NFT Collection” allowing San Diegans can gather digital collectables commemorating each Soapy Joe’s location they visit.

The 16 NFTs in the collection feature themes reflective of the car wash sites’ neighborhoods, each a variation on the brand’s air freshener design. Members are encouraged to “visit, collect and win” for the chance at prizes throughout the summer.

The promotion runs through Sept. 30, 2022. To start collecting, participants must be a new or existing member of the Soapy Joe’s wash club with an email on file.

“We are so pleased to get San Diego involved in our Passport to Fun program, bringing together the exciting world of NFTs and digital collectables with real life people winning real life prizes,” said Lorens Attisha, CEO of Soapy Joe’s. “That’s what Soapy Joe’s is all about, making everyday activities like cleaning your car fun. Our air fresheners have long been considered a collectible by fans and now San Diegans can collect them both IRL (in real life) and as NFTs from their favorite neighborhoods.”

Here’s how to play:

  • Wash club members visit multiple Soapy Joe’s locations to unlock four prize tiers.
  • Each of Soapy Joe’s locations has its own unique air freshener design and corresponding NFT. Soapy Joe’s tracks members’ visits using their RFID tag and drops prizes weekly. Members unlock prizes starting at four sites visited.

The program prizes are as follows. Each tier includes four NFTs:

  • Once players visit four locations, they will receive all four NFTs via email, as well as a code to redeem a Soapy Joe’s hat, key chain and a 50-cens-per-gallon gas discount through Sept. 30, 2022.
  • Once players visit eight locations, they will receive four additional NFTs via email, as well as a code to redeem a large 15-inch stuffed Soapy plush toy pillow.
  • Once players visit 12 locations, they will receive an additional four NFTs via email, and win a San Diego “daycation” for two including meals from participating restaurants such as Breakfast Republic, Luna Grill or Texas Roadhouse, and tickets to San Diego attractions like SeaWorld, a Padre’s or SD Loyal game or Legoland.
  • And for the grand prize: Once player hit all 16 locations, they will receive their final four NFTs via email and a 1-year Magic Joe Annual Membership valued at nearly $400. All participants who reach this tier have a chance to win one $5,000 cash prize.

In addition to the NFTs and “soapy swag,” Soapy Joe’s is offering a 50-cents-per-gallon fuel discount valid at each of its four associated gas stations. Once unlocked in prize Tier 1, the discount may be used by the original bearer through the end of September.

Soapy Joe’s is the first car wash to enter into the NFT space, connecting a thread between car washing, NFTs and the metaverse, it said.

“We know that food and beverage, beauty and lifestyle brands have already begun to dip their toes into the metaverse through the launch of POAPs (proof of attendance protocols) and NFTs,” said Anne Mauler, vice president of marketing at Soapy Joe’s. “When considering the possibilities of metaverse engagement, we placed a high priority on bringing real-life value to our members, while interpreting the brand’s cult classics and member behaviors in new ways. We’re excited to see how the community responds.”

This is not the first time Soapy Joe’s has launched an unusual promotion. The brand has sponsored plenty of off-the-wall marketing events in its more than 10-year history, with programs such as the Tunnel of Love community wedding. This event saw 10 couples wed at one car wash location. There was also the Magic Pet Parade, where hundreds of fans brought their pets through the wash. Other events included Car Wash Karaoke, earning San Diego city’s official designation for Soapy Joe’s Day, and holding the Guinness World Record for largest air freshener. Now, Soapy Joe’s has brought its special brand of marketing to the metaverse.

NFTs are digital assets that represent real-world items like art, music and merchandise. NFTs are bought and sold online, sometimes with cryptocurrency, and are generally encoded with the same underlying software as many cryptos.​ Soapy Joe’s NFTs are “1 of n” digital collectibles showing proof of attendance that are “closed” and not for trade or resale. Soapy Joe’s NFTs may be bookmarked, saved to a custodial wallet or added to an existing web3 wallet.

San Diego-based Soapy Joe’s is a locally owned family business with multiple locations serving San Diego County.

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