In a groundbreaking move, Drake partnered with the Shop app to gamify a nationwide arena tour. This collaboration seamlessly blended the offline concert experience with online shopping, giving fans the chance to score exclusive merchandise from his store, Drake Related.
Drake’s plan to reward his biggest fans
During his tour, Drake wanted to create a unique and scalable way to reward the dedicated community of fans at his shows.
Merging IRL and URL with the Shop app
Drake partnered with the Shop app to surprise concert attendees with exclusive products from his online store, Drake Related. In select cities, shoppable QR codes were projected onto the sides of concert venues. As fans left the show, they could scan the code to download the Shop app, unlock a Drake Related product page, enter their shipping address, and claim a gift.
To ensure a fully-immersive experience, the Shop app was rebranded to reflect Drake Related's aesthetic from app-install to checkout. By leveraging the Shop app, Drake Related unlocked geo-gated technology, without writing a single line of code. This location-based technology ensured that only concert-goers could unlock the gift, adding an extra layer of hype and exclusivity.
And the crowd goes wild
The campaign built momentum and buzz throughout Drake’s North American tour. Fans shared and unboxed their gifts across social media, fostering brand affinity and generating millions of views. From exclusive NOCTA x Nike sneakers to new 'For All the Dogs' t-shirts, each giveaway provided a fresh and unique thrill.
This hybrid IRL and online experience was the first of its kind for a touring artist. By using the Shop app, Drake uniquely promoted his online brand, rewarding his most dedicated fans on a large scale while keeping it exclusive. Plus, he can market future product releases to all campaign participants who subscribed for in-app updates.
Community building, powered by the Shop app
The collaboration showcased how brands can leverage the Shop app to create exclusive fan experiences without writing a single line of code. By utilizing Shop’s innovative features, Drake could connect with his community of loyal listeners in a meaningful way.