Binance.com forged a partnership with soccer legend Cristiano Ronaldo to host an exclusive sale of CR7 NFTs, commemorating key moments in the athlete’s career, on the platform’s NFT marketplace. As the US counterpart to .COM, Binance.US was alloted a number of these NFTs, grouped into three tiers of exclusivity, to sell in the US.

Binance.US faced the challenge of having the opportunity to sell the NFTs without a mechanism within the platform for users to purchase them. Knowing that a launch of an NFT marketplace was on the product roadmap, but would not be available at the time Binance.COM would be going live with their sale, the team restructured the mechanics of the US sale so that the campaigns could launch in tandem.

At global launch, US users could “opt-in” to be whitelisted for NFT sale access. Depending on how much money a user deposited into their account during the “opt-in” period, they would be guaranteed access to purchase corresponding tiers of NFTs once Binance.US could support this action. To incentivize users to opt-in, we created a set of POAP NFTs that leveraged campaign imagery. When users met the threshold of each tier, a corresponding POAP would be airdropped into their wallet.