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Phygital  Jersey celebrating Pekka Rinne’s Retirement

 Nashville Predators transformed their jersey into a direct communication and sales channel to their fans, with 22% of the fans allowing for targeted marketing and offers

Client: Nashville Predators

Industry: Sports

Predators-Whitelabel
collectID_Success_Story_Atletico_Mineiro

Mobile H2

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collectID_Nashville_Predators_Pekka_Rinne_Retirement_Jersey_2022_Sports_success_stories

First phygital Jersey

Honoring the legendary retirement of Pekka Rinne, the Nashville Predators created their first phygital jersey in a limited edition.

Atletico Mineiro

Mobile H2

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Increase Fan Engagement

Their aim was to increase fan engagement and offer fans a unique physical and digital experience to remember Pekka forever.

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Buyers scanned jersey

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Increased price of jersey

%

Owners activated push-notifications

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Conversion rate of push notifications

Challenge

  • Aim to create a life-long memory of Pekka Rinne
  • The desire for a truly unique fan experience that offers the possibility for ongoing activation
  • Authenticity guarantee of such a special edition jersey

Solution

The Nashville Predators created a memorable jersey embedded with the collectID technology that took the fan experience to a new level. Fans could scan the jersey with their smartphone and verify its authenticity and check which number of the limited edition they own. Once registered, fans unlocked access to exclusive and never-before-seen content, a personal message from Pekka Rinne himself, and unique memories of his last game. The special jersey came in an exclusive edition of only 500 pieces. The team built a direct relationship with an average of 22% of the buyers of this special jersey and gathered valuable first-party data about them.

 

Results

  • 28% of buyers scanned their jersey with their smartphone
  • The sale price of the jersey increased by 40%
  • The average fan scanned the jersey over ten times
  • 50% of all registered users activated push notifications
  • The conversion rate of push notifications was over 70%

Benefits for fans of Nashville Predators

  • Fans could scan the jersey to check its authenticity and also the individual number of their limited-edition (e.g., #35/500)
  • Fans got access to a personal message from Pekka Rinne addressing the fans and thanking them for their support
  • Fans got access to unique, never-before-seen content from Pekka Rinne’s career (e.g., mice-up videos from practice or videos from the locker room)
  • Fans can review all moments of Pekka Rinne’s retirement night
  • Each jersey gave its owner access to wear it in the Metaverse and attend virtual events and games with it

Benefits for Nashville Predators

    •  Nashville Predators transformed their jersey into a direct communication and sales channel to their fans, with 22% of the fans allowing for targeted marketing and offers
    • This phygital jersey opened the doors for digital sponsorship activation on a physical product. The Nashville Predators use the collectID technology to convince and upsell jersey patch sponsors
    • This phygital jersey allows for multiple different activations and sponsor integration (e.g., new activation with a other sponsor every game, week, or month)

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