Enter the Stadium with Your Scarf
1. FC Köln
Benefits for the Brand and Fans
Dominant Atmosphere
Direct Communication
Incentivized Attendance
Seamless Entry
Exclusive Content
In-Stadium Promotions
FC Köln sold out all their ticket scarves- Fans were eager to access their digital scarf
- Fans saw the value in converting their scarf into a ticket
- Fans engaged with the scarf offerings beyond its utility as a ticket
Client: 1. FC Köln
Industry: Sports
Stadium Entry Reimagined
1. FC Köln turned the matchday scarf into a ticket, allowing seamless stadium entry while establishing a direct communication and sales channel to around 760 individual fans for the 2022 Innovation Game.
challenge
Create an Innovative In-Stadium Matchday Experience
Tickets with QR codes are not secure and leave room for fraudulent third-party activities. Moreover, fan engagement is a crucial driver of sustained operative success and matchday revenues are subject to fierce competition from the entertainment industry. 1. FC Köln sought to innovate the stadium experience, from entry to live, real-time promotions throughout the game.
Solution
Ticket & Communication Channel Through Scarf
ZATAP powered 1,000 FC Köln fan scarves for the club’s Innovation Game versus AC Milan. One tap transforms the scarf into a tamper-proof ticket for RheinEnergieSTADION and opens a direct communication channel for the club. At the gate, fans tap the scarf on the NFC reader for entry and exclusive real-time content and offers throughout the game. FC Köln engages fans and upsells sponsored products for a unique matchday experience.
Results
Seamless Stadium Entry & Elevated Match Day Experience in Real Time
Fans tapped 83% of scarves and 76% registered as tickets for the match, indicating the fans’ strong interest in the technology. The dynamic functionality of the scarves enabled 1. FC Köln to seamlessly provide real-time promotions and discounts, enhancing the fan experience as the game progressed. Throughout the match, 1. FC Köln fans exhibit high engagement, spending over 5 minutes on average within the ZATAP app during matchday, indicating strong interest and interaction with club content.
Solutions Used in this Story
Product Venue Access
Turn Products into Tickets
Streamline stadium entry, reduce wait times, and offer opportunities for gamification directly through the product.
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Brand Protection
Authenticity at Your Fingertips
Safeguard your brand against counterfeit products. Using blockchain and encrypted NFC tags, customers can verify the authenticity of their products with a single tap, bolstering consumer trust and brand reputation.
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