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.
-
Upselling & Dynamic Sponsorship Activations
ZATAP empowers brands to transform every physical product into a point of sale.
Other Success Stories
Discover captivating narratives, innovative technologies, and the latest trends shaping the convergence of the
physical and digital realms.
Client: Atlantic Records & Nipsey Hussle
Industry: Music & Entertainment
Fancard Drives Vinyl Preorders And Wallet Pass Sign Ups for Nipsey Hussle
Nipsey Hussle's team used ZATAP for his release of the posthumous album "Prolific", a collaborative album with Bino Rideaux, and created an NFC Fancard available both in person at The Marathon Stores in LA and shipped directly to fans. Tapping the card led fans to an exclusive store page to preorder the "Prolific (Marathon Exclusive Dark Blue) Vinyl”, with sales counting towards the charts through Atlantic's D2C channels.
Client: Sony Music Entertainment Germany & Reezy
Industry: Music & Entertainment
Reezy’s NFC Card Turned a Release into an Interactive Fan Experience & Helped Go Number 1
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.
Client: Universal Music Group Central Europe & Montez
Industry: Music & Entertainment
Sell Before Release – Chart When the Album Drops
Montez, one of Germany's leading hip hop artists, used ZATAP's technology to create an NFC Mini CD for his new album "So ist das mit dem Glück". Instead of shipping a finished album, the Mini CD was sold on tour before the album was released. The experience contained a personal message from Montez, a video promoting the new album, and a countdown to the release date on August 21st.
