We counted how fans took part in the flashlight show at Krylia Sovetov vs Lokomotiv on 19 March. The case itself with video and the prize draw is in a separate article, here are just the numbers.
The funnel
- In the stadium at the start: 9,000 spectators
- Scanned the QR code and joined the show: 1,493 people, 16.6% of the stadium
- Reached flashlight mode: 1,124 people, 75.3% of those who joined
- Clicked the sponsor promo: 362 people, 32.2% of those with the flashlight on and 4% of the whole stadium
- Average time on the page: 4 minutes 18 seconds
At each step 89–92% of people went on to the next one. Once people start taking part, they rarely drop out.
What to compare it with
An ordinary online banner has a CTR of 0.05–0.10%. Here 4% of the whole stadium clicked the promo, 40–80 times more. Retargeting gives 0.7–1.2%, the show 4–8 times more.
Telegram channel giveaways can reach 37% engagement, but that is among loyal subscribers. At a match the audience is random: people came for football and joined after the announcer and the QR code on the scoreboard.
Full report: audience engagement, PDF.
How to repeat it: how to organize a pre-match show. What it gives a sponsor is on the concert and match advertising page.
