Universal Music Switzerland EAZ phygital tee powered by ZATAP

Superfan Engagement with Phygital Merchandise

Client: Universal Music
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
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Empowering Global Brands
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Empowering Global Brands

Universal Music Switzerland x EAZ

Benefits for the Brand and Fans

Behind-the-scenes content
Pre-release perks
D2C channel
Immediate revenue
Upselling opportunities

  • percent

    58%

    Buyers Tapped Merchandise

    Over half of all buyers tapped the t-shirt at least once
  • percent

    86%

    Products Registered as Digital Twin

    Half of buyers who tapped the t-shirt took the extra step of creating an account to receive the digital twin benefits
  • percent

    78%

    Digital Twin Owners Participated in a Giveaway

    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

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