The Living Racing Poster

Client: McLaren Racing
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
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands
Empowering Global Brands

McLaren Racing

Benefits for the Brand and Fans

Easy Entry to Blockchain
NFT Fan Experience
Increased Product Value
Added Partnership Value
Data collection

  • percent

    83%

    Registration rate

    Majority of buyers registered ownership of their product
  • tap-to-pay

    4.47

    Poster owners interacted with the poster 4 times on average

    Fans engaged with the product multiple times
  • percent

    53%

    Tezos NFT Claimed

    Half of all buyers redeemed their Tezos NFT

Client: McLaren Racing
Industry: Sports 

The Living Poster

More than what meets the eye.  A series of McLaren posters were powered by ZATAP technology to bring living posters to fans, driving new users to the Tezos platform, McLaren’s Official Blockchain Partner.

challenge

Engage Fans, Enhance Tezos Partnership, and Promote E-Sports Team

McLaren Racing aimed to deepen its collaboration with Tezos, its Official Blockchain Partner, by offering fans a distinctive and captivating NFT (Non-Fungible Token) experience. Additionally, the goal was to establish more of a community around McLaren’s e-sports team and engage with fans beyond mere product transactions.

Solution

Phygital Jersey Provides Immersive Fan Experience and Converts Fans to Partner Tezos

Each poster features an encrypted NFC tag, allowing seamless and secure interaction with one tap of a smartphone. The product and its ID are represented as a non-fungible token (NFT) on the Tezos blockchain, proving the poster’s uniqueness and driving McLaren’s customers to the Tezos platform. Tapping the NFC tag provides fans with a digital twin on the blockchain, unlocking exclusive content a video message from Zak Brown and hot laps from the team drivers, fostering a direct line of communication with the brand for continued engagement.

Results

Easy & Effortless Claim of Tezos Fan Token

Fans can effortlessly register and claim ownership of their product on the Tezos blockchain simply by tapping their phone to the NFC tag on the poster. This seamless process encourages users to explore the Tezos blockchain without requiring any technical expertise. McLaren effectively transitions fans into Tezos users, surpassing the scope of traditional sponsorships by fostering brand engagement and involvement in blockchain technology.

Solutions Used in this Story

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