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Innovation Game 2022 – Access the Stadium with your Fan Scarf

1. FC Köln established a direct communication and sales channel to around 760 individual fans.

Client: 1. FC Köln

Industry: Sports

FC Koln Website MKP
collectID_Success_Story_Atletico_Mineiro

Mobile H2

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Merchandise as a ticket

German football club 1. FC Köln elevated the fan experience live at the stadium and let fans use their NFC-enabled scarf as a ticket to access the RheinEnergieSTADION.

Atletico Mineiro

Mobile H2

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Phygital Matchday Experiences

The partnership with collectID allowed the Bundesliga club to offer phygital matchday experiences for their fans and to promote their sponsors in never-before-seen ways.

Atletico Mineiro

%

Phygital scarves sold

%

Scarves scanned

%

Scarves transformed into ticket

Avg. minutes spent by fans in the collectID app

Challenge

  • Tickets with QR codes are not secure and leave room for fraudulent activities from third parties
  • Fan engagement is a crucial driver of sustained operative success
  • Matchday revenues are subject to fierce competition from the entertainment industry

Solution

An encrypted collectID NFC tag was flocked onto 1.000 fan scarves of 1. FC Köln on the occasion of the Innovation Game against AC Milan. With a simple scan, fans could register their scarf, transforming it into a tamper-proof ticket for the RheinEnergieSTADION and establishing a direct communication channel with the club. At the gate, fans could tap their scarf against the NFC reader to be admitted to enter the stadium. Once fans had checked in, they received exclusive content and promotional offers from the club and its sponsors, closely related to the events happening on the pitch in real time. 1. FC Köln can thus interact more closely with its fans who color the stadium and create a new and immediate digital revenue stream by upselling its products and products of sponsors while offering a secure and engaging ticketing system and a one-of-a-kind matchday experience.

 

Results

  • 83% of all scarves have been scanned at least once
  • 76% of all scarves have been successfully registered and transformed into a ticket
  • The average engagement time of 1. FC Köln fans in the collectID app amounted to more than 5 minutes on matchday

Benefits for fans of          1. FC Köln

  • Fans did not need to print their ticket or pull their phone at the entrance but simply bring their scarf
  • Scarf owners could access exclusive behind-the-scenes content such as footage from the team’s arrival at the stadium
  • Via the direct communication channel, fans could benefit from promotional in-stadium activations such as free pretzels and player flocks
  • Scarf owners could follow the game with more excitement and be rewarded in real-time for their team’s performance on the pitch

Benefits for 1. FC Köln

    • 1. FC Köln fans brought their merchandise to the stadium, establishing a dominant home atmosphere in the club’s colors that transcends to a captivating experience for all spectators
    • 1. FC Köln established a direct communication and sales channel to around 670 individual fans
    • 1. FC Köln used this new direct channel to the fans to create unique and immediate revenues by upselling its products and the products of sponsors
    • The NFC-enabled scarves contribute to a more secure and frictionless ticketing system
    • The immersive, phygital stadium experience strengthens the club’s value proposition on matchday and creates additional incentives for fans to attend the game at the stadium

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