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 Fanzone while driving traffic to its boutique in the Montréal Eaton Centre. The principle: encourage visitors to collect stamps by completing four stages across the Parc Jeanne-Mance, 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 Fanzone into a journey to the point of sale.