How Drake Related Turned Concerts into Shoppable Moments
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Executive Summary
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A Hybrid Concert and Shopping Experience
Drake Related flipped the script on tour merch. Instead of a crowded pop-up outside the arena, fans saw giant QR codes projected onto venue walls. Scanning launched the Shop App, already rebranded to match Drake Related’s streetwear vibe from the icon in the phone dock to the checkout buttons. Fans were geo-gated: only phones within the venue perimeter unlocked the exclusive drop. Suddenly leaving a show meant unlocking a limited sneaker or T-shirt just for attendees.
Zero Code, Maximum Impact
The real win was simplicity. Drake Related used built-in geo-fencing and theming tools inside Shopify’s Shop App. No custom scripts, no developer sprints—just a dashboard and a couple of toggles. That let marketing and ops teams roll out a campaign in days instead of weeks. Drops were scheduled city by city. Unique QR assets went in email blasts, poster prints and giant venue projections. Fans scanned. They filled in shipping addresses right in the app. Merch shipped to their doors automatically.
Buzz, Views, and Social Proof
Every gift unboxing became fuel for social. Fans shared tiny TikTok vids and Insta stories showing off NOCTA x Nike sneakers or the new ‘For All the Dogs’ tee. Those clips racked up over a million views, turning each show into a sustained marketing wave. Instead of one merch booth, Drake Related got thousands of photo shoots across social channels—organic, earned, global.
Building a Fan Community
Beyond a one-off drop, every participant opted into in-app updates. That created a direct line to high-intent superfans for the next release. No need to chase emails or scramble on socials. When the next tour stops, there’s a ready-made audience already inside the Shop App, primed to scan, buy, and share.
Key Benefits
- Unified live-to-digital merch channel without custom code
- Exclusive drops locked by geo-fencing for true scarcity
- Massive earned social reach from fan-generated content
- Scalable to any venue or market in days
- Direct marketing permission inside the Shop App
Key Takeaways
- 1Drake Related used Shopify’s built-in geo-fencing and theming in the Shop App to launch exclusive merch drops without writing any custom code.
- 2By projecting QR codes on venue exteriors, only concertgoers could scan to unlock limited-edition sneakers and tees, creating real scarcity.
- 3Fan-generated unboxing videos across TikTok and Instagram delivered over a million views, turning each show into a global marketing event.
- 4Every participant opted into in-app updates, building a direct community of superfans for future releases and marketing campaigns.
- 5Campaign setup took days instead of weeks thanks to Shopify’s out-of-the-box QR and geo-location tools, letting teams focus on design and hype.
- 6Blending IRL events with a rebranded in-app experience drove both engagement and sales, proving a new model for music merchandise.
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