NFC Plush Drives Long-Term Engagement
Client: Universal Music Group Central Europe
Artist: CRO
Product: NFC-Plush Toy (“Crodie”)
Fan Experience
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.
Fans keep their Crodie close to them and can tap it when they don’t feel well or need an energy boost (i.e. the red “love” Crodie activates self-love). The technology fosters continuous engagement between the artist CRO and his fan community.
The digital experience provides fans with the possibility to add a Crodie-Pass to their Apple or Google wallet to receive push-notifications from CRO and his team, and an opportunity to sign up for CRO’s newsletter.
Results
- The Crodies were sold out in a few hours and sold out again after they got restocked.
- Fans bought multiple Crodies, collect them (physically and virtually), and trade them on secondary markets (due to overdemand).
- The product serves as a platform to sell further products. Example: Fans who have added the product to their Apple or Google wallet received a message on Valentine’s Day, including the link to buy an exclusive Valentine’s Crodie.
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Client: Universal Music Group Central Europe & Only The Poets
Industry: Music & Entertainment
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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.
Client: Sony Music Entertainment Germany
Industry: Music & Entertainment
Mini CD – New Chart-Eligible Music Format
To celebrate Y2K nostalgia, Sony Music Entertainment launched a series of mini CD keychains that double as interactive collectibles. Each of them can be opened to reveal a tiny mini CD embedded with an NFC tag.
