Using QR Codes to Enhance In-Game Experience for Fans

QR codes offer a unique and interactive way to enhance the in-game experience for sports fans.  Given that 28% of US mobile owners have smartphones, and that the smartphone market grew by 75% in 2010 (Source), it makes sense that teams utilize the functionality of these devices through QR codes. 

For those unfamiliar with QR codes, they are high-density, two-dimensional barcodes that can be scanned by camera-enabled smartphones.  Once scanned, they direct the viewer various digital content, such as web pages, or open specific phone functions, such as text messaging.  There is a lot of potential to utilize these codes in creative ways.

Here are some ways that QR codes have been used as part of marketing initiatives at sporting events to enhance the in-game experience for fans.



Detroit Red Wings

In early 2010, the Detroit Red Wings launched a QR code promotion through their game day program.  Fans found a QR code within the program that opened a video related to the content on that page.  In addition, the team ran a tutorial over the jumbotron on how to activate code.  The promotion was very successful, with the video receiving more than 2,000 views.

This promotion was successful for two reasons.  First, it successfully integrated digital marketing with print marketing.  In placing the QR code within the program, the fan could easily access the code from their seats, and could interact with the material in the program.  This promotion was also successful because the Red Wings took the initiative in explaining how to activate the QR code.  In running the tutorial over the jumbotron, fans easily understood what the code was and how it could be activated.



This is part of a post I recently wrote for Sports Marketing 2.0.  You can find the entire post here.