Yesterday, Texas-based marketing firm Avocados From Mexico (AFM) announced it partnered with Vatom Labs to leverage blockchain tokens for its Super Bowl campaign. To promote the fruit and incentivize fan engagement, the firm will use Vatoms, blockchain tokens which it claims to have real-world value.

Vatom Labs previously worked with U.S. beer brand Miller Lite to develop a customer engagement and marketing program. A few months ago, Vodafone U.K. dropped AR Vatoms across London for people to find and win prizes.

Vatoms are non-fungible tokens generated by the blockchain startup BLOCKv and stored on its blockchain network. These tokens are unique to each owner and are a digital asset. Ad tech firm Vatom Labs is a partner organization of BLOCKv, focused on the adoption of the tokens.

Meanwhile, AFM was initiated by the Mexican Hass Avocado Importers Association (MHAIA), and Mexican Avocado Producers & Packers (APEAM). It was formed to improve the avocado market in the U.S. and develop Mexican avocados as a brand.

To participate in AFM’s Big Game campaign, users need to retweet AFM using the hashtag #AvoNetwork. They get a chance to win a designer tiara worth $2,745 or get a cash prize.

Another option to participate is by creating a digital wallet through the AFM Big Game website and collecting digital objects, or Vatoms. AFM will release new Vatoms frequently, and users can earn them by performing specific actions like sharing AFM news or following the brand’s social channels. Each Vatom gains them entry for a chance to win $30,000 in prizes.

Adverts screened during the SuperBowl are some of the most expensive in the world. And once again AFM has purchased a slot. The firm’s efforts to engage fans seems to work as it was ranked in the top three among the best digital Big Game activations for five years, according to MERKLE Bowl Reports.

Several sporting events are seeing a rise in blockchain applications to encourage fan engagement. European soccer clubs have signed up with startups for blockchain collectibles. And the NBA has a partnership with CryptoKitties creator Dapper Labs for a blockchain collectibles app.