The Living Poster

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

Client:
McLaren Racing – Tezos

Industry: Sports

McLaren Racing Poster NFT
McLaren Racing x collectID

NFT with Tezos 

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

McLaren Racing x collectID

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.

McLaren Racing x collectID image 3

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.

McLaren Racing x collectID image 3

%

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 ZATAP 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 ZATAP app, enhancing the sense of ownership.

    Benefits for McLaren Racing

    • Added Value to Partnership: By integrating ZATAP 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 ZATAP 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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