What is the Phygital and 100% Eco-Friendly Jersey of LaLiga?

The Phygital and 100% Eco-Friendly Jersey of LaLiga is a sustainable jersey created by Kappa and Deportivo de La Coruña that has an embedded NFC tag and a corresponding digital representation on the blockchain.

What is the NFC tag in the jersey used for?

The NFC tag in the jersey is used for fans to interact with the product and receive a digital twin, which unlocks an exclusive experience, such as special content, events, or merchandise.

What is the Tapping Rate for the NFC tag?

The Tapping Rate for the NFC tag is 32.1%, indicating that roughly one-third of fans who purchased the jersey used the embedded NFC tag and tapped it with their smartphone.

What is the Registration Rate for the NFC tag?

The Registration Rate for the NFC tag is 30.1%, indicating that nearly all of the fans who tapped their jersey also took the step of registering it on the collectID app.

How long do fans spend inside the collectID app?

On average, fans spent around 5 minutes inside the collectID app after tapping their jersey.

What are the benefits of the Phygital and 100% Eco-Friendly Jersey for Deportivo de La Coruña and Kappa?

The benefits include increased fan engagement, increased brand loyalty, improved data collection and analysis, increased product authenticity, and revenue generation.

What are the benefits of the Phygital and 100% Eco-Friendly Jersey for fans of Deportivo de La Coruña?

The benefits include exclusive experiences, improved product value, continued engagement with the brand, increased transparency, and enhanced product ownership.

What is the first-party data that Kappa collected?

Kappa collected the data of every third jersey buyer and can communicate with them directly via the product

What are the ongoing activations that the jersey ownership allows?

The ownership allows for ongoing activations through the whole season, including giveaways, content, and more.

How does the technology behind the product improve transparency?

The blockchain technology provides a transparent and secure way for fans to verify the authenticity of the product, giving them peace of mind and confidence in their purchase.

The Living Poster

More than what meets the eye. McLaren Racing and collectID partnered up to bring living posters to racing fans. A series of three posters were powered by collectID technology, driving new users to the Tezos platform, McLaren’s Official Blockchain Partner.

Client:
McLaren Racing – Tezos

Industry: Sports

NFT with Tezos

Each product and its ID are represented as a non-fungible token (NFT) on the blockchain.

NFT with Tezos

Each product and its ID are represented as a non-fungible token (NFT) on the blockchain.

McLaren upholds their commitment to creating an unrivaled and unique NFT fan experience by connecting physical products to the Tezos blockchain.

Digital Twin with an Exclusive Experience

The fan receives a digital twin by scanning the NFC tag on the poster. Each twin unlocks an exclusive experience.

Digital Twin with an Exclusive Experience

The fan receives a digital twin by scanning the NFC tag on the poster. Each twin unlocks an exclusive experience. This specific project was based on the Tezos blockchain, the Official Blockchain Partner of McLaren Racing, and customers could redeem an NFT for each specific poster.

Registration Rate

Avg. Times User Engaged With the Product

Tezos NFT Claimed

Challenge

Enhance partnership with Tezos, McLaren’s Offical Blockchain Partner
Provide a unique and engaging NFT fan experience
Identify customers and communicate with fans beyond product purchase

Solution

Each poster contains an encrypted NFC tag that can be scanned using a smartphone for secure interaction. 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. Scanning the NFC tag provides fans with a digital twin on the blockchain, unlocking an exclusive experience and fostering a direct line of communication with the brand for continued engagement.

Results

83% Registration Rate: 83% of the poster owners have registered and added the product to their digital collection.
4.47 Average Time Users Engaged With the Product: On average, poster owners interacted with the poster 4 times.
53% Tezos NFT claimed: Half of all the buyers redeemed their Tezos NFT

Benefits for McLaren Racing Fans

Easy Access to Blockchain: Fans can easily register and own their product on the Tezos blockchain by tapping their phone to the poster’s NFC tag, without requiring technical expertise.
Exclusive Experiences: Fans can access exclusive experiences and content through the collectID app by tapping their poster with their smartphone, enhancing their connection with McLaren, and adding value to their purchase.
Increased Product Value: NFT technology and a digital twin associated with each poster create a unique and rare product, making the purchase more special and meaningful for the fan. Fans can continue to engage with McLaren by accessing the digital twin of their product through the collectID app, enhancing the sense of ownership.

Benefits for McLaren Racing

Added Value to Partnership: By integrating collectID technology into their posters, McLaren converts fans into Tezos users beyond creating brand awareness.
Increased Fan Engagement: The technology creates added value for fans with a unique and rare product that cannot be replicated, enhancing McLaren’s commitment to creating an unrivaled NFT fan experience.
Improved Data Collection and Analysis: The collectID app allows McLaren to collect valuable data on their fans for better-tailored offerings and improved customer satisfaction. Additionally, McLaren and Tezos can generate revenue by offering exclusive experiences and merchandise through the app.

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The Living Poster