Superfan Engagement with Phygital Merchandise
Universal Music Switzerland x EAZ
Benefits for the Brand and Fans
Behind-the-scenes content
Pre-release perks
D2C channel
Immediate revenue
Upselling opportunities
Over half of all buyers tapped the t-shirt at least once- Half of buyers who tapped the t-shirt took the extra step of creating an account to receive the digital twin benefits
- Roughly two-thirds of EAZ fans participated in an exclusive giveaway
Client: Universal Music
Industry: Music and Entertainment
Promoting Album & Engaging Superfans with Phygital Merchandise
Universal Music Switzerland and Swiss rapper EAZ took fan engagement to the next level through the “Liquor Store” t-shirt, designed to generate buzz around the rapper’s upcoming album release while identifying and engaging superfans. Fans who purchased the t-shirt and unlocked it’s digital twin gained access to exclusive content and opportunities leading up to the album release.
challenge
Generate New Revenue Stream & Engage Superfans
Universal Music Switzerland wanted to test a new revenue stream by digitizing their merchandise offerings. Additionally, they aimed to establish a fresh direct-to-consumer (D2C) channel to identify superfans, analyze their behaviors, and captivate them with distinctive and exclusive perks.
Solution
Promote Album Through Phygital Merchandise
Each digital twin includes a message from the artist expressing gratitude to fans for their support and revealing the narrative behind his upcoming album’s theme. Fans gain access to exclusive, never-before-seen content, including behind-the-scenes videos of the artist creating music in the studio and while on tour. Those who own the phygital merchandise receive the full track list before its release and participate in exclusive giveaways for tickets to the pre-release listening party and EAZ’s tour.
Results
Maximize Fan Engagement and Revenue with new D2C Channel
The ZATAP D2C channel empowers Universal Music Switzerland to enhance fan data and optimize the monetization of superfans through personalized experiences. Incorporating a phygital dimension increases the value of merchandise, resulting in elevated retail prices and instant revenue generation. Through this direct-to-fan channel, Universal Music can effectively promote supplementary products and exclusive offers centered around the artist, thereby boosting customer lifetime value.
“I would recommend it to every musician and would definitely do it again myself. Because, that’s the new era, you know!”
EAZ
Rapper
Solutions Used in this Story
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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Upselling & Dynamic Sponsorship Activations
ZATAP empowers brands to transform every physical product into a point of sale.
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