MYLES SMITH

TREASURE HUNT ACTIVATION

Connecting a town-wide programme of fan experiences through one digital pass, with verified access and individual redemption tracking at every location.

Luton Hometown Takeover

Treasure Hunt Case Study

For Myles Smith’s hometown takeover in Luton, Sony and Certifi created a digital Treasure Hunt journey connecting fan experiences across the town. Fans signed up through a campaign QR code and received a Wallet Pass containing a unique QR code and commemorative digital collectible. As they moved between participating locations, staff scanned the same pass to validate eligibility, unlock access and record individual perks as redeemed without preventing the fan from continuing to the next stop. The digital journey supported a day of activity across Myles Smith’s hometown ahead of the release of his debut album, My Mess, My Heart, My Life. It gave fans one simple credential for navigating multiple experiences while giving the campaign a structured way to manage access and redemption across Luton.

Hometown discovery, verified rewards & connected fan access

Mechanics of the Activation

Campaign QR and Data Capture:

Fans entered the Treasure Hunt by scanning a campaign QR code and providing their email address and phone number.

Unified Digital Wallet Pass:

Each participating fan received a Wallet Pass containing one unique QR code that acted as their credential throughout the day.

Commemorative Digital Collectible:

The Wallet Pass included a digital collectible designed as a lasting memento of the Luton hometown takeover.

Town-Wide Fan Journey:

Fans used the same pass as they moved between participating locations and experiences across Luton.

Location-Specific Redemption Tracking:

Staff scanned each fan’s QR code to confirm eligibility and check whether the relevant perk or access point had already been used. Each activation maintained its own redemption status, allowing the pass to work repeatedly across the day while preventing duplicate claims for the same reward.

Verified Perks and Access:

The system supported different forms of fulfilment, from redeeming items such as coffee or merchandise to validating entry for performances and other fan experiences.

HOMETOWN TAKEOVER VIDEO

Results of the Activation

5,000+ activation sign-ups across the Luton hometown takeover.

96% opt-in conversion rate from QR code scan to completed sign-up.

The activation connected multiple locations and reward types through one reusable digital credential.

Separate redemption tracking allowed fans to claim different experiences while preventing repeat use of the same perk.

The wider Luton hometown takeover received coverage from BBC News through its event report, live coverage and video coverage.

The Myles Smith Luton activation showed how a digital Treasure Hunt can connect multiple physical experiences without fragmenting the fan journey. By combining first-party data capture, one reusable Wallet Pass, a commemorative collectible and location-specific redemption tracking, Sony and Certifi created a simple way for fans to explore the town and unlock different moments throughout the day. For Myles Smith, the experience connected an album campaign to the places and community that shaped him. For Certifi, it demonstrated how one digital identity can coordinate access, rewards and progression across a multi-location live activation.