Reezy’s NFC Card Turned a Release into an Interactive Fan Experience & Helped Go Number 1

Client: Sony Music Entertainment Germany
Artist: Reezy (and his team TEENAGE FOREVER)
Product: NFC Fancard (the “RAHEEM Battlepass”)

Fan Experience

Reezy, along with his team TEENAGER FOREVER ENT. and Sony Music Entertainment Germany, used ZATAP’s technology to release his new album “RAHEEM“. Alongside traditional formats like vinyl, fans can purchase a physical NFC card, the “RAHEEM Battlepass”, that unlocks an interactive experience around his new album.

Shipping of the Battlepass started weeks before the album’s release, and content was unlocked gradually through the NFC tag in the lead-up to release day. Tapping the Battlepass gives fans access to a building inside a Pokémon style mini game, where they can explore different floors and uncover exclusive content along the way. In the garage, fans discover unreleased Lost Tapes from Reezy, which can be listened at a DJ booth on the second floor. On release day, the complete album was uploaded to the experience. Fans can also play a mini-game, competing against each other on a fan ranking. Along the way, fans also get to watch an exclusive vlog from Reezy and receive first right of refusal on tour merchandise for the CI2N tour.

What starts as a physical object becomes a living, evolving relationship between Reezy and his fans, one that begins weeks before release and keeps unlocking new value long after.