FC Barcelona Uses QR Codes to Drive Engagement at Camp Nou

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In the past 12-18 months, QR codes have become relatively mainstream in the marketplace and a number of organizations are beginning to find ways to incorporate the technology into their game day experience. 

FC Barcelona has emerged as an industry leader in the space, utilizing QR code technology at Camp Nou to drive participation and awareness of a new promotional offer. The team has placed QR codes throughout its stadium facilities that provide fans with a seamless way to register to win a Barcelona jersey that is signed by the team's starters. The QR codes link directly to a mobile site where fans can easily input their information for a chance to win an exclusive piece of memorabilia. 

FC Barcelona's QR code activation demonstrates how teams can turn static mediums throughout their venues (especially during the offseason) into interactive areas that take the fan experience to the next level.

It's important to note that QR code activation can live in various locations throughout stadiums. FC Barcelona featured QR codes linking to the promotional sweepstakes in several fan touchpoints, including:

  • Concourse / Wall Displays 
  • Ticket Box Office Signage (at the Barca Museum)
  • OOH Signage
  • Team Store Flyers
  • FC Barcelona Website

Check out FC Barcelona's QR Code activation below:

'Draw for a shirt signed by the first team players for all people that register as Barça Fans at the www.fcbfans.com website using this mobile technology'.

November 2010 Partnership Activation 2.0 Newsletter

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Thank you for coming to check out PartnershipActivation.com. I am excited to share with you the November 2010 Partnership Activation 2.0 Newsletter and hope that you all have a wonderful Thanksgiving with your friends and family.

Thank you for your continued support and willingness to share the newsletter and content featured on the site with your friends and colleagues. It's remarkable that in just 2+ years, newsletter readership has spread to 60+ countries across the globe- a true testament to your support!

This month's newsletter features a collection of insights, including:

  • Nike Capitalizes on Live Moments
  • Creative Promotional Tactics from Across the NBA
  • Sports Properties Leveraging QR Codes to Deliver New Content for Fans
  • Professional Bull Riders' Partnership Tactics
  • The Dallas Mavericks' YouTube Channel
  • Creativity in the Sports Marketplace
  • A Look at the November 2010 Partnership Activation Rising Stars
  • UTEP's "Orange-out" Week
  • Incorporating Social Media in the GameDay Experience
  • Activation at the Allstate Wrigleyville Classic
  • The NFL International Series
  • The Abu Dhabi Formula 1 FanZone
  • Creative Activation Tactics
  • Unique Ways to Leverage Johnny Walker as a Corporate Partner

Click here to check out the November 2010 Newsletter and be sure to follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

Tissot Uses QR Codes to Bring Its Race Models to Life

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Are you looking for new ways to leverage models on-site at sporting events? Are you looking for ways to integrate social media elements into your current activation plans?

Swiss watch manufacturer Tissot recently took its on-site activation at MotoGP Red Bull Grand Prix events to new heights by placing QR codes on the outfits of its Umbrella Girls (models)on-site. The social media strategy enables racing fans touring the at-track Tissot footprint to bring their unforgettable real-world experience to life in a virtual setting where they are more apt to learn about products, take advantage of special promotional offers, and ultimately make purchases. 

How does it work?

Fans simply have to walk up to the Tissot models and scan a QR code on their outfit with their smart phone (usually this requires downloading an app like Microsoft Tag Reader). When scanning the QR Code from a close distance, fans are then directed to a Tissot mobile page where they can purchase products and engage in special offers.

This strategy serves as a terrific benchmark for brands looking to engage with consumers on-site or on-premise (at bars, restaurants, retail, etc.) more effectively. The QR codes serve as a conversation starter for models, demonstrate that a brand "gets" social media, and helps foster a memorable experience for fans.

Check out the video below as this will soon become commonplace in the sports marketplace as QR codes become readily adopted. While the United States lags behind, QR codes are already heavily embedded in Japanese culture.

Tissot is incorporating Danica Patrick in the QR Code mix as well...