ZATAP Case Study: Helene Fischer x UMG

Why is German superstar Helene Fischer releasing an NFC book for children?

Client: Universal Music Group

Artist: Helene Fischer

Product: NFC-enabled Children's Book

With over 20 million records sold and a new tour launching in 2026, Helene Fischer has released her first children's book, "Das grose Vorlesebuch für die ganze Familie". It contains 30 original stories, songs, craft ideas, and a built-in NFC tag that unlocks exclusive digital bonus content straight from a smartphone tap.

This is not just a book. It is a strategic move.

Dynamic Bonus Content
The NFC chip delivers songs, videos, templates (i.e. coloring pages), and exclusive content, all of which can be updated at any time, without changing the physical product. The book keeps giving long after purchase.

A Younger Audience
By creating a family product, Helene reaches children and parents who may not yet be core fans, planting her brand in the next generation of listeners at the most formative stage.

A New Revenue Stream
The book enters the high-demand gifting category (birthdays, Christmas) and expands Helene's commercial footprint beyond music and merchandise. The NFC tag supports a clear price premium over a standard book and allows for advertising further products via the digital extension.

First-Party Data
The NFC content flow invites buyers to subscribe to the Helene Fischer newsletter, capturing verified names, emails, and locations directly from purchasers. In an era of shrinking third-party data, this is a high-value CRM asset for future tours and releases. This is especially important, as many books are sold indirectly through third-party retailers.

The Result: A physical product that deepens fan loyalty, opens new commercial territory, and builds a direct data relationship with buyers.