The “passport” to phygital experiences

For the 2026 UCI Road World Championships in Montréal, Tissot, UCI Official Timekeeper, designed a "passport" activation built to animate the Fan Zone while driving traffic to its boutique in the Montréal Eaton Centre. The principle: encourage visitors to collect stamps by completing four stages across the Fan Zone, each tied to an activity themed around time, Tissot or the World Championships. Completed in any order, each stage (quiz, runner, memory and selfie game) was unlocked via a QR code paired with a password displayed on-site only, ensuring players were physically present and doubling as a simple anti-fraud measure. The final stamp was earned at the Tissot Boutique, activating the drive-to-store lever, and once all four were collected, the visitor confirmed their opt-in to enter the prize draw for a chance to win a Tissot watch. A phygital activation that extends dwell time, enriches the CRM base and turns the Fan Zone into a journey to the point of sale.