QR Codes in Sports Teams. How to do it the right way!

The recent use of QR codes on jerseys by FC Bayern Munich and S?o Paulo FC has sparked a wave of innovation in sports marketing. While these campaigns showcased the potential, there's room for improvement. Let's analyze these cases and unlock the true power of QR codes for fan engagement!

Case #1 - FC Bayern Munchen (Munich)

The great german team placed QR Codes on their home jerseys to promote sponsors content. It is a very wise move and very innovative as well. I'd say that it is a movement that many other clubs should implement. This is transmedia in sports ads. Makes lots of sense. However, on that implementation, we see two big problems:

Problem 1) The QR code on the jersey blends in with the sponsor's logo and design elements, making it difficult for fans to distinguish and scan it quickly. This is a major hurdle because users tend to abandon attempts if the process isn't smooth and immediate.

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Problem 2) Insufficient Size for Diverse Scanning Scenarios. The current QR code size limits scannability by both fans and journalists' cameras during broadcasts. This significantly reduces potential content access and engagement, as many opportunities to capture the code are missed.

How to make it better?

• Maximize QR Code Size: Utilize the entire available space on the jersey sleeve to create a larger, more scannable code.
• Clear Brand Placement: Position the sponsor logo prominently below the QR code for easy identification after scanning.
• Leverage Advanced QR Codes: Employ third-generation QR codes for their ability to store multiple links, videos, and content within a single scan. This offers several benefits: a) Increased Content Capacity: Provides the flexibility to include more information or interactive elements. b) Long-Term Content Management: Allows for updating content without needing to reprint jerseys, preserving the campaign's effectiveness.

Case #2 - S?o Paulo Futebol Clube

S?o Paulo Futebol Clube, a leading Brazilian soccer club, launched a commendable campaign using QR codes on their jerseys to encourage donations for flood relief efforts in the South of Brazil. This initiative highlights the potential of QR codes for social good.

S?o Paulo FC effectively amplified the initiative's reach by promoting it across various channels, including social media. This multi-channel approach ensures maximum exposure to potential donors.

Problem 1) Limited Scannability Due to QR Code Complexity: The campaign's QR code (on the left in the diagram) appears overloaded with data, indicated by the numerous small squares. This complexity hinders scannability by both fans and cameras, especially during TV broadcasts. In contrast, the simpler QR code (on the right) with fewer squares is easier to scan in various situations.

This difference relates to QR code versions. While few platforms offer versioning features, Midiacode is one that can optimize QR codes for optimal scannability.

Problem 2) Unclear Donation Process via QR Code. While the QR code directly transmits bank transfer data, this approach presents challenges. The long sequence of numbers, letters, and symbols can be confusing for some users. This lack of clarity might make them hesitant to scan the code, unsure if it leads to the proper donation process.

How to make it better?

• Utilize Shortened QR Codes: Employ a platform like Midiacode that allows QR code versioning. This enables creating a more concise code with fewer data squares, making it visually clearer and easier to scan by fans and cameras in various conditions.
• Landing Page with Clear Instructions: Instead of embedding bank transfer data directly in the QR code, link it to a dedicated landing page. This page should explain the flood relief campaign, showcase a video message from players (optional), and prominently display a user-friendly "Donate Now" button. This approach fosters trust and simplifies the donation process, encouraging more participation.

Expanding Your Fan Engagement Strategy

Beyond QR codes, Midiacode offers a wealth of expertise to help sports teams unlock innovative storytelling across all brand touchpoints. This includes jerseys, racing cars, flags, stadiums, and more – both physical and digital spaces.

By embracing digital transmedia storytelling, sports clubs can leverage the power of interconnected narratives to captivate millions of fans. We can help you navigate this exciting landscape and develop a data-driven approach to maximize audience engagement and achieve your marketing goals.

Ready to take your fan engagement to the next level? Contact Midiacode today and let's co-create innovative experiences that surprise and delight your fans!