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How Man City & OKX Turned the US City Tour Into a Digital Collectible Quest
Manchester City and OKX wanted their U.S. tour to feel more alive than a standard stop on the schedule. Together we launched the Unseen City Collectible Quest, a mobile experience that encouraged fans to explore New York, Orlando, and Columbus by discovering Man City x OKX digital AR collectibles placed around each city, while strengthening the relationship with the club and driving awareness for its sponsors.
Our pre-season tour is always a special time for connecting with our fans and collaborating with our partners across the globe. This year, in conjunction with our partner OKX, the 'Unseen City' campaign takes it to the next level by blending physical landmarks with digital engagement, providing a truly unique way for our supporters in the USA to get involved."
The Mission
The U.S. tour is great for meeting fans, but banners and meet-and-greets only go so far. Man City and OKX wanted something that matched how next-gen fans already behave: phones out, eyes up, exploring whatever catches their attention.They needed a lightweight digital layer that made the tour feel interactive and alive, and sparked awareness across the U.S., something fans could play in minutes, share on social, and still understand even if they’ve never heard the word “Web3.”
The Experience
The Collectible Quest turned each U.S. city into a mapped-out adventure. Fans opened their SmartWallet and set off to discover Man City x OKX collectibles placed at recognizable landmarks and local hotspots. Each location held a digital collectible floating in AR, waiting to be picked up.
Those who completed all four unlocked a master collectible and a chance to win prizes ranging from retail vouchers to official merchandise and match tickets. Fans could optionally connect an OKX Web3 wallet to store assets on-chain, adding a future-facing twist without creating barriers for anyone who preferred a simple guest-mode experience.
The Results
So… how did fans react when we turned three cities into a collectible hunt?
- 62% minted their digital collectibles on chain
- 66% subscribed to ongoing marketing communications
- 52% won a reward after completing their city’s set
Manchester City turned urban exploration into a global fan moment - one that blended football culture, digital collectibles, and real-world discovery into a single, shareable experience.
Filson (Kraken partnership)
Filson turned their Seattle Kraken partnership into an interactive, in-arena fan experience, blending AR puck pickups, instant wins, and brand discovery to drive thousands of emails and real foot traffic into their flagship store.
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