The First Phygital and 100% Eco-Friendly Jersey of LaLiga
Kappa and Deportivo de La Coruña proved the sustainability of the jersey and increased fan engagement through its digital twin.
Client:
Deportivo de La Coruña – Kappa Iberia
Industry: Sports
Touchable Sustainability
Information about the jersey materials and how it was produced is accessible via the jersey.
Touchable Sustainability
Information about the jersey materials and how it was produced is readily accessible via the jersey.
Discounts and Ongoing Activations for Owners
Kappa, the web store, offers owners up to a 50% discount. This ownership also includes ongoing activations throughout the season, such as giveaways and content, which can drive additional revenue for Kappa.
First Party Data
Kappa collected the data of every third jersey buyer and can directly communicate with them through the product.
Discounts and Ongoing Activations for Owners
The Kappa web store offers owners up to a 50% discount. This ownership also includes ongoing activations throughout the season, such as giveaways and content, which can drive additional revenue for Kappa.
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Tapping Rate
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Registration Rate
Average Time Spent
Challenge
- Explain to fans the sustainable work behind the product
- Reach first party data of fans
- Stay in touch with fans even after product purchase
Solution
Each jersey has an encrypted NFC tag that can be scanned by a smartphone, providing secure interaction with the product. Each jersey also has a unique identifier represented as an NFT on the blockchain, proving the product’s authenticity and creating added value for the fan. Scanning the NFC tag provides the fan with a digital twin that unlocks an exclusive experience and sustainability information, and fosters a stronger relationship with the brand. When fans register their products, Deportivo accesses the first-party data of fans that allows them to target communication for continued engagement after the initial purchase.
Results
- 32.1% Tapping Rate: Roughly one-third of fans who purchased the jersey used the embedded NFC tag and tapped it with their smartphone. Fans are actively engaging with the technology and using it to interact with the product.
- 30.1% Registration Rate: Nearly all of the fans who tapped their jersey also took the step of registering it on the collectID app. This shows that fans are not only interested in using the technology, but they are also willing to provide personal information to access the exclusive experiences and benefits associated with the digital twin.
- 4:54 min Average Time Spent: On average, fans spent around 5 minutes inside the collectID app after tapping their jersey. This indicates the experiences offered on the app are engaging for the fans, and the brand is successfully providing a platform for continued interaction and engagement with fans even after the purchase of the product.
Benefits for Deportivo de La Coruña Fans
- Exclusive Experiences: Fans can access exclusive experiences and content through the collectID app by tapping their jersey with their smartphone, enhancing their connection with Deportivo de La Coruña and Kappa.
- Improved Product Value: NFT technology and a digital twin associated with each jersey create a unique and rare product, adding value and meaning for fans.
- Continued Brand Engagement: Fans can engage with Deportivo de La Coruña and Kappa beyond the initial purchase by accessing the digital twin of their product through the collectID app, fostering a stronger relationship with the brand.
Benefits for Deportivo de La Coruña and Kappa
- Storytelling About Sustainability: KAPPA was able to directly provide fans with information and content regarding the product’s sustainability, including a video about how it was made.
- Increased Fan Engagement and Loyalty: The technology creates added value for fans with a unique and rare product that cannot be replicated, making them more likely to continue supporting the brand in the future.
- Improved Data Collection and Analysis: The collectID app allows Deportivo de La Coruña and Kappa to collect valuable data on their fans, which can be analyzed to tailor their offerings, improve customer satisfaction, and generate new revenue streams.
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