How Tate McRae's "So Close to What" Connected with Fans Through TapCards
Creating a physical-digital experience that drove record-breaking engagement and sales.
The Challenge
Tate McRae, known for her soulful voice and growing fanbase, wanted to create a more meaningful connection with fans beyond digital streaming. With the album release approaching, she needed a way to create physical merchandise that would enhance the fan experience while also increasing streaming engagement.
The Solution
ATC worked with Tate's team to integrate TapCards into her merchandise strategy. The approach included:
- Custom designed TapCards featuring Tate's album artwork
- Special content tiers based on merchandise purchase level
- Exclusive video messages and acoustic performances
- Integration with her merchandise and VIP packages
The Implementation
The campaign was executed in three phases:
Phase 1: Product Design
Custom TapCards were designed to match the album's aesthetic, featuring exclusive artwork and behind-the-scenes content.
Phase 2: Launch Integration
TapCards were integrated into merchandise bundles and VIP packages, with tiered content access based on purchase level.
Phase 3: Content Rollout
Exclusive content was released strategically through the TapCards, maintaining engagement throughout the album campaign.
The Results
Higher Engagement
TapCards Claimed
Billboard Hot 100
The campaign was a massive success, helping "So Close to What" become one of Tate's biggest hits. The limited edition TapCards created a sense of exclusivity and drove significant social media sharing, with fans excited to show off their digital collectibles. The 40% increase in engagement compared to previous releases demonstrated the power of combining physical and digital experiences.
Key Learnings
- Physical products can still resonate strongly with modern music fans when enhanced with digital experiences
- Exclusive content creates a sense of community among fans, driving social media sharing
- Data collection through digital activations provides valuable insights for future marketing
- Tiered content access can drive higher-value merchandise purchases
About Tate McRae
Tate McRae is a Canadian singer-songwriter and dancer who has gained significant recognition for her emotional pop music. Her breakthrough came with viral hits on social media, leading to major label success and chart-topping singles. Known for her powerful vocals and honest songwriting, she continues to build a dedicated global fanbase.
Product Used
TapCards transform physical merchandise into interactive digital experiences. By combining NFC technology with exclusive content delivery, they create a unique bridge between artists and fans, driving both engagement and sales.
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