The First Phygital Formula 1 Fan Jersey

The BWT Alpine F1 Team, Kappa France, and ZATAP partnered up to present a limited edition jersey equipped with ZATAP technology, offering fans the chance to meet Pierre Gasly at the Mexican GP 2023.

Client: BWT Alpine F1 Team

Industry: Sports  

McLaren Racing x collectID

Digital Twin with an Exclusive Experience

Fans can simply tap the NFC tag below the Mexican flag on the neckline with their smartphone to access exclusive content from the BWT Alpine F1 Team around the Mexican GP 2023 and unlock further experiences, including the opportunity to win a meet-and-greet with drivers on site in Mexico City and have their jerseys signed.

McLaren Racing x collectID image 3

Digital Twin with an Exclusive Experience

Fans can simply tap the NFC tag below the Mexican flag on the neck with their smartphone to access exclusive content from the BWT Alpine F1 Team around the Mexican GP 2023 and unlock further experiences, including the opportunity to win a meet-and-greet with drivers on site in Mexico City and have their jerseys signed.

Blockchain & NFC for Unique Phygital Experience

For fans, the benefits of this phygital jersey were multifaceted. By tapping the NFC tag, fans get access to exclusive experiences, such as meet-and-greets with drivers and insights from the team’s engineers.

As a loyalty bonus, fans also received Alpine Fan Tokens from Binance. This ongoing activation strategy, beginning weeks before the Mexican GP, ensured continuous fan excitement and engagement, showcasing the potential of combining digital innovation with fan merchandising to create a more dynamic and interactive fan experience.

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Tapping Rate

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Products Registered

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Alpine Tokens Claimed

Challenge

The BWT Alpine F1 Team aimed to significantly elevate fan involvement and enjoyment during the Mexican Grand Prix in 2023. Their goal was to offer greater value to their partner, Binance, and to amplify the number of tokens claimed through innovative technology, thereby enhancing overall engagement and interaction.

Solution

The jerseys were equipped with ZATAP technology, incorporating an encrypted NFC tag that gave each jersey a unique ID, scannable with any smartphone. This technology linked the physical jersey with a digital twin in the form of a non-fungible token (NFT) on the blockchain, unlocking exclusive experiences for fans.

Results

The phygital jerseys saw significant engagement:

48% Tapping Rate: Almost half of the buyers interacted with the product.

40% Product Registration: 40% of buyers registered the digital twin to unlock experiences.

20.7% Alpine Tokens Claimed: Every fifth fan became a customer and user of Binance.

Benefits for BWT Alpine F1 Team Fans

Unique Experiences & Activities: Owners of the jersey could unlock special experiences a raffle to meet the drivers in Mexico City. Engagement activities for fans started weeks before the Mexico GP, maintaining continuous excitement and involvement.

Loyalty Alpine Fan Token: Fans received an Alpine Fan Token from Binance as a loyalty bonus by simply tapping the Mexico GP jersey with their smartphone.

Exclusive Insights: Jersey owners gained access to exclusive content such as the team’s tyre strategy and insights from BWT Alpine F1 team engineers.

Benefits for BWT Alpine F1 Team

Improved Monetization and Data Collection: The direct-to-consumer (D2C) channel enabled by ZATAP allowed the team to offer better fan experiences based on valuable fan behavior data.

Increased ROI: The phygital aspect of the merchandise justified a price premium, enhancing the team’s ability to monetize fans through personalized offerings.

Fan Conversion: The initiative led to new avenues for transforming fans into consumers for the team’s partners and sponsors, such as Binance. The campaign was remarkably successful, with over 20% of tokens being claimed, indicating a significant conversion rate and demonstrating the effectiveness of the strategy in engaging a broad audience.

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