From September 20 to 27, Montreal hosted the UCI Road World Championships. Tissot, the Official Timekeeper of the UCI, transformed its Fanzone into a real-life scavenger hunt for fans in attendance.
📱 Four stages spread throughout the Fan Village at Parc Jeanne-Mance, which could be completed in any order starting from the UCI Fanzone. Each stage was unlocked by scanning a QR code along with a password displayed only on-site, ensuring the player’s physical presence.
🎮 Behind each quest is an activity themed around time, Tissot, or the World Championships: a quiz, a runner game, a memory game, and a selfie game. Fans collect a stamp at each completed stage, just like in a passport.
🛍️ The final stamp is earned at the Tissot store in Montreal’s Eaton Centre: the digital journey ends at the point of sale.
🎁 Once all four stamps have been collected, the visitor confirms their opt-in and enters the drawing for a Tissot watch.
A full-scale phygital activation that extends visit duration, enriches the CRM database, and turns the Fanzone into a pathway to the store.
