The Living Poster

More than what meets the eye. McLaren Racing, Tezos, and collectID partnered up to bring living posters to racing fans. A series of three posters were powered by collectID technology.

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 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.

McLaren Racing x collectID image 3


Tapping Rate


Registration Rate

Average Time Spent


  • 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


An encrypted NFC tag is embedded in each poster and can be scanned using any smartphone. This NFC tag provides customers with a convenient and secure way to interact with the poster. The encrypted tag ensures that the information stored on it cannot be accessed or altered by unauthorized individuals.

Each product and its unique identifier (ID) are represented as a non-fungible token (NFT) on the Tezos blockchain. This means that each poster is not only a physical product, but it also has a corresponding digital representation on the blockchain. The NFT serves as a digital certificate of authenticity, proving that the product is one-of-a-kind and cannot be replicated. This creates added value for McLaren fans, as it ensures the rarity and uniqueness of the poster.

The fan receives a digital twin by scanning the NFC tag in the poster. This digital twin is an exact replica of the physical product, stored on the blockchain. The digital twin unlocks a unique and exclusive experience for McLaren fans. For example, it could provide access to special content, events, or merchandise. The digital twin also allows for a direct line of communication between the fan and the brand, fostering a stronger relationship between them and providing an opportunity for continued engagement even after the initial purchase of the product.


  • 62.85% Tapping Rate: Roughly two-third of fans who purchased the poster 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.
  • 21.43% Registration Rate: Roughly a quarter of fans who tapped their poster also took the step of registering it on the collectID app. This is a high rate of engagement and 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.
  • 3:35 min Average Time Spent: On average, fans spent around 3 and a half minutes inside the collectID app after tapping their poster. This indicates the experiences offered on the app are engaging and captivating 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 McLaren Racing Fans

  • Easy Access to Blockchain: Fans can easily register and own their product on the blockchain by tapping their phone to the poster’s NFC tag. This integration between physical and digital provides accessibility to the Tezos blockchain without requiring technical expertise.
  • Exclusive Experiences: Fans who tap their jersey with their smartphone can access exclusive experiences and content through the collectID app, enhancing their connection with the brand and providing added value to their purchase.
  • Increased Product Value: Each jersey’s NFT technology and digital twin creates a unique and rare product that cannot be replicated, adding value and making the purchase more special and meaningful for the fan.
  • Continued Engagement with the Brand: Fans can engage with McLaren after the initial purchase by accessing the digital twin of their product through the collectID app, strengthening the relationship between the fan and the brand.
  • Enhanced Product Ownership: Fans have a tangible representation of their ownership and a record of their purchase through the digital twin of their product stored on the blockchain. This can increase the emotional connection they have with the product and enhance the sense of ownership.

Benefits for McLaren Racing

  • Added Value to Partnership: McLaren provides visibility to their Official Blockchain Partner, Tezos, by integrating collectID technology into their posters.
  • Increased Fan Engagement: The technology creates added value for fans and provides them with a unique and rare product that cannot be replicated. McLaren upholds their commitment to creating an unrivaled and unique NFT fan experience by connecting physical products to the Tezos blockchain.
  • Improved Data Collection and Analysis: By having fans register their product on the collectID app, McLaren can collect valuable data on their fans, including demographic information and purchase behavior. This data can be analyzed to gain insights into the preferences and needs of their fan base, allowing the brand to better tailor its offerings and improve customer satisfaction.
  • Revenue Generation: McLaren and Tezos can create a new revenue stream and generate additional revenue by offering exclusive experiences and merchandise through the collectID app.

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