Case study: the Sepultura AR merch shirt

A legacy metal band wanted to drive merch sales and social engagement after the concert — turning a one-night event into an ongoing relationship with fans.

The AR experience

Concert-goers scanned their merch T-shirt to unlock the surprise: they could wear the band’s electric guitar in 3D, right from their phone — no app required. After the show, a code appeared in AR offering a secret early-bird discount for the next tour’s tickets.

The result was a piece of merch fans wanted to scan, film, and share — and a direct, measurable channel back to ticket sales.

The result

The campaign drove a 35% lift in early-bird ticket sales and generated 1.2 million social impressions from fan-shared content — reach the band would otherwise have paid heavily for.

A single T-shirt became a launch platform for the entire tour.