Avery Dennison partners Eventshop to create fan experiences

Avery Dennison has partnered with Eventshop

Avery Dennison has collaborated with Eventshop to create fan-immersive digital experiences.

By combining its Emblex connected embellishments with Eventshop’s mem-re digital platform, fans can interact with an NFC label by tapping their smartphone to it.

By doing so, it launches the mem-re platform, unlocking personalised exclusive experiences in the stadium and beyond.

This interactive journey can include exclusive content such as behind-the-scenes footage, interactive polling, VIP early access to exclusive offerings and personalised perks featuring hidden rewards.

The content is managed through mem-re’s content management system that leverages AI creation tools. From this portal, Avery Dennison clients can better understand fan and consumer engagement, using this information to identify new commercial opportunities.

With the two companies blending technologies, the partnership transforms static apparel into an intimate, connected relationship between teams, brands and consumers.

Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, said: “There is undeniable growing demand for digitally enabled embellishments. The range of activations is exciting, spanning beyond jerseys to include sneakers, workwear or any material with a digital trigger.

“This strategic partnership shows our commitment to innovation, effectively turning physical embellishments into routes for dynamic, highly engaging digital marketing platforms.”

Spencer Combs, CEO & founder, Eventshop & mem-re, added: “With deployment opportunities across live events, hospitality, sports, entertainment and apparel brands, the mem-re platform reimagines the fan and consumer experience.”