On September 14th, the American Red Cross launched the third installment of its Fashion Collaboration series, Drop for Drop, at The Ruby in Nashville, Tennessee. The campaign was designed to make blood donation more accessible, stylish, and relevant to a new generation of donors. By offering limited-edition merchandise exclusively to donors, the American Red Cross redefined what it means to give back. We were proud to support this year’s activation, a seamless blend of purpose and innovation, through our technology.

For this third year of Drop for Drop, the Red Cross collaborated with Siegelman Stable to create a special fashion capsule, featuring a limited-edition ARC x Siegelman Stable hat in classic red and black, powered by the One of None platform. The weekend began with an awareness dinner on Friday evening, gathering local VIPs to share the campaign’s vision and preview the exclusive gear ahead of the main drive. The following day, members of the Nashville community came together to donate, each departing with a product that served as a tangible reminder of their impact.

Each hat distributed at the event featured our tappable Authentication Tag, which linked to a personalized digital product profile. This profile allowed each donor to unlock exclusive content, share personal stories, and engage more deeply with the campaign. By tapping their hats, attendees captured lasting memories within the product’s digital timeline, amplifying their connection to the cause and reinforcing that their involvement was not just a single moment, but a lasting impact.

The collaboration achieved meaningful engagement, with nearly half of the hats registered and demonstrating strong interaction rates. Combined with substantial media coverage, Drop for Drop proved the power of creative partnerships to bring visibility and inspire communities to rally around important causes. These results underscored the campaign’s success in fostering both participation and message amplification.

The donor experience extended beyond the event itself. By tapping the hat’s inner label, participants accessed an interactive product profile that connected them with future promotions, brand stories, and real-time insights into lives impacted by their donation. Through this feature, donors were able to visualize the outcome of their contributions: with 75 units of blood collected, an estimated 225 lives would be impacted across the country. The interactive experience served as a powerful connection to the lives touched by their actions.

Our One of None platform also provided new insights into post-donation engagement, tracking interactions, website visits, and ownership claims. By offering donors a space to upload their personal stories on the hat’s activity feed, the collaboration fostered a meaningful connection between the cause and the consumer. Drop for Drop set a new benchmark for live activations, demonstrating how technology, storytelling, and shared purpose can drive impactful cultural moments.

Siegelman Stable: https://siegelmanstable.com

American Red Cross: https://www.redcross.org/