This is what happens when big corporations are sitting on too much of money which they don't know how to spend in a better way.
Celebrate pizza day - sure! Feed 10,000 orphans and homeless people a slice of pizza. That's a meaningful spending than creating a blockchain art! Really nonsense!
That would bring a good marketing to the said platform too, but I guess they chose this option because it's much easier to pull off, and get the immediate results.