RSC Anderlecht
Benefits for the Brand and Fans
Personalized Jersey Experience
Convenient Fan Engagement
Tech-Driven Revenue Growth
Brand Reinforcement
Almost half of buyers tapped the jersey- Half of the buyers came back multiple times
- RSCA gained a new touchpoint with the jersey buyers who tapped their jersey
- Fans were engaged by the digital experience
Client: RSC Anderlecht
Industry: Sports
Honoring a Club Legend
RSC Anderlecht and ZATAP partnered up to celebrate the 80th birthday of club legend Paul Van Himst through an innovative web-based solution. With one tap, fans accessed a unique serial number for their jersey and a digital memory book composed of 80 photos that relived Paul’s career.
challenge
Tell the Story of a Club Legend Through a Jersey
The initiative aimed to honor Paul Van Himst’s legacy and engage fans uniquely without the need to download a mobile app.
Solution
A Web-Based Tribute on the Phygital Jersey
RSC Anderlecht and ZATAP created a special anniversary jersey integrated with ZATAP technology. This collaboration provided fans with a journey through the career of Van Himst, presented via a dedicated web page featuring 80 exclusive images. Each jersey contained an encrypted NFC tag, scannable with any smartphone. This NFC tag enabled fans to directly unlock their jersey’s serial number and access the images to relive his career.
Results
Higher Digital Fan Engagement
The jerseys garnered significant fan interaction, with a 46% scan rate showing strong interest in the digital content linked to them. Additionally, 48% of fans returned multiple times, indicating sustained engagement, while over 69% submitted their data, signaling further willingness to engage with the club’s digital initiatives. On average, fans spent over three and a half minutes engaging with the content, underscoring their substantial interest in the material provided as well as the easy nature of tapping the tag without the need for a URL or searching.
Solutions Used in this Story
Customer Engagement
Product-Based Storytelling
Telling a story, storing memories, or using the phygital product in a video game. ZATAP allows brands to engage their customers directly through their products.
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Industry: Music & Entertainment
NFC HOODIE WITH GOLDEN TICKET
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Client: Universal Music Group & Samu Haber
Industry: Music & Entertainment
Unique Birthday Party Invitation
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Client: CD Leganés
Industry: Sports
FAN SCARF TO UNLOCK ONSITE MYSTERY BOX
Fans arriving at the CD Leganés stadium discovered a “mystery box.” The twist: By tapping their scarf on the NFC scanner at the entrance, each fan had the chance to unlock the box and reveal a surprise from the club.
