How we turned a trend against itself and created the worst holiday gift of the year on purpose
Buzz and Earned Media

thanks. I hate it.

In the months leading up to the 2021 holiday season, Non-Fungible Tokens (NFTs) were a hot topic. Some touted them as the future. Others derided them as a fad. We just saw them as an opportunity to cut through the Christmas clutter and remind everyone that Lexington is the Horse Capital of the World, a top-notch travel destination where actual equine experiences won’t drain your crypto wallet.

We actually minted and sold 10 vaguely equine digital images via OpenSea NFT auction. Man o’ Snore, Ol’ Pixel Face, and Dream Crusher were just a few of the depressingly pixelated “Non-Fungible Thoroughbreds” available for a fraction of the cost of a real pony. And we produced a bait-and-switch video that parodied the tropes of holiday advertising to reel in viewers for the ultimate rug pull. Sorry, kids.

Believe it or not, we actually sold the NFTs too. Proceeds were donated to Old Friends Farm, a nearby Thoroughbred retirement facility.


“Destination Inspiration: VisitLEX Presents Non Fungible Thoroughbreds”

“The Top 5 Brand NFTs You Need to Know About Right Now”

“These NFTs Are '2021's Worst Holiday Gift.' Here's Why You Should Buy Them Anyway”