Identiv NFC technology powers ZATAP connected-product platform

Identiv is supplying the NFC technology behind ZATAP’s Phygital Studio, a connected-product platform that enables brands, artists and sports organizations to link physical merchandise with secure digital experiences.

According to the companies, the technology has already generated several million connected-product taps across applications including apparel, collectibles and promotional merchandise.

Products incorporating Identiv NFC tags can be tapped with a smartphone to access videos, music, ticket offers, digital collectibles, exclusive merchandise and other content without requiring an app. Each NFC-enabled product receives its own digital identity, allowing brands to authenticate products and control access to content associated with the individual item.

Unlike a static QR code or web link, the digital experience associated with the NFC tag can also be updated after the product has been purchased, creating opportunities for continued consumer engagement.

“When a physical product can authenticate its owner and connect them to a personalized digital experience, it opens an entirely new way for brands to engage with fans and customers,” says Klaus Simonmeyer, vice president at Identiv.

The technology has been deployed in several entertainment and sports applications. Singer-songwriter Ben Folds used NFC-enabled T-shirts to connect fans with content and donations supporting his Keys for Kids initiative, while Sony Music Entertainment Germany used the technology in miniature cassette collectibles tied to a release from singer-songwriter Clueso.

ZATAP and Identiv also incorporated NFC technology into limited-edition Nashville Predators jerseys commemorating the retirement of Pekka Rinne’s number. Fans could use the embedded tags to authenticate the jerseys, access exclusive content and receive digital proof of attendance at the retirement game.