How Jessie Reyez's "PAID IN MEMORIES TOUR" Created Living Collectibles
2800 TapCards that evolved with exclusive content after every show, creating a dynamic fan experience.
The Challenge
Jessie Reyez wanted to create a unique tour experience that would keep fans engaged long after each show ended. Traditional tour merchandise becomes static once purchased, but Jessie envisioned something that would grow and evolve throughout her PAID IN MEMORIES TOUR, creating lasting connections with her audience across multiple cities.
The Solution
ATC developed a revolutionary approach with TapCards that would update with new content after every show:
- 2800 limited edition TapCards featuring exclusive tour artwork
- Dynamic content updates after each tour stop
- Behind-the-scenes footage from each city
- Exclusive acoustic performances recorded on tour
- Personal messages from Jessie to her fans
The Implementation
The tour campaign was executed with precision across multiple phases:
Phase 1: Pre-Tour Launch
Limited edition TapCards were designed with exclusive PAID IN MEMORIES TOUR artwork and made available at select venues and online, creating immediate scarcity and demand.
Phase 2: Live Content Creation
After each show, exclusive content was captured including backstage moments, acoustic performances, and personal messages from Jessie, then uploaded to the TapCards within 24 hours.
Phase 3: Community Building
Fans shared their evolving TapCard collections on social media, creating a community of collectors who followed the tour's progression through exclusive content drops.
The Results
TapCards Distributed
Content Engagement
Content Updates
The PAID IN MEMORIES TOUR TapCards became highly sought-after collectibles, with fans eagerly anticipating each new content drop. The 95% engagement rate with updated content showed unprecedented fan loyalty, while social media buzz around the evolving TapCards extended the tour's reach far beyond venue capacity. Many fans attended multiple shows just to experience the unique content being added to their collections.
Key Learnings
- Dynamic content creates ongoing value that extends far beyond the initial purchase
- Limited quantities drive urgency and create a sense of exclusivity among fans
- Real-time content updates keep fans engaged throughout an entire tour cycle
- Collectible experiences can drive repeat attendance and deeper fan loyalty
About Jessie Reyez
Jessie Reyez is a Colombian-Canadian singer-songwriter known for her powerful vocals and emotionally raw lyrics. With multiple Grammy nominations and collaborations with artists like Eminem and Calvin Harris, she has established herself as one of the most authentic voices in contemporary R&B and pop music. Her PAID IN MEMORIES TOUR showcased her ability to create intimate connections with fans worldwide.
Product Used
TapCards enabled Jessie Reyez to create a living, breathing tour experience that evolved with each show. The dynamic content delivery system allowed for real-time updates that kept fans engaged throughout the entire tour cycle.
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