NFC Lanyard with Apple Wallet Fan Pass
Client: Universal Music Group Central Europe
Artist: Sarah Connor
Product: Fan Pass for Tour
Fan Experience
With her latest album Freigeistin, Sarah Connor released an exclusive phygital Fan Pass for her tour in the form of an NFC lanyard. The Fan Pass can be added to the fans’ Apple and Google Wallet by tapping the NFC inside the lanyard. It allows Sarah to send push notifications to her fans to inform them about important updates regarding the tour. Sarah updated the content on the Fan Pass for each tour stop and created ongoing engagement with her fans throughout the whole tour.
The Fan Pass provides fans with:
- Exclusive behind-the-scenes content delivered during the tour
- Real-time tour updates so fans never miss a moment
- Exclusive information about special entrance opportunities at the tour stops
Results
- More than 70% of fans interacted with their Fan Pass
- 75% of the fans added the Fan Pass to their wallet
- On average, a Fan Pass led to 6.72 interactions which is almost twice as much as the benchmark
- The Fan Pass strengthened the bond between Sarah Connor and her fans
- UMG and Sarah Connor acquired valuable first-party data insights to shape future campaigns
- The lanyard became a premium collectable with ongoing digital value
Other Success Stories
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Client: Universal Music Group Central Europe & Only The Poets
Industry: Music & Entertainment
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Client: Universal Music Group Central Europe & CRO
Industry: Music & Entertainment
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CRO, one of the most successful German hip-hop artists of all time, used ZATAP’s technology for his "Crodies". These plush collectibles have a ZATAP NFC tag inside and come in six different colors. Each color represents a certain topic (i.e. red = "love", green = "hope", or purple = "joy") and each color gives buyers access to a unique experience.
Client: Sony Music Entertainment Germany & Clueso
Industry: Music & Entertainment
Mini Cassette – New Chart-Eligible Music Format
It looks like a small version of an old-school cassette and has a tiny NFC tag inside. When fans tap it with their smartphone, they instantly unlock a digital hub filled with content from the artist and the released album. This new music format has already been approved for the charts in Germany and the United Kingdom, US charts will follow soon.
