A promoter with a tablet at the entrance catches people at the worst moment: everyone is in a hurry, the form is long, and nobody wants to give their number to a stranger. There are few contacts, and some of them are random.
We collect contacts differently: not at the entrance but after the show, when the person is already engaged and wants to keep taking part. Lead generation, in simple terms, is collecting contacts of people who may become customers. At events it usually means promoters or ads with a QR code, we do it through the show.
How the funnel works
- The viewer scans a QR code to take part in the show
- During the show the whole crowd holds their phones
- Right after the show a prize draw or promo opens in the browser
- Whoever wants to enter the draw leaves their name, phone and consent to data processing
- The organizer gets the list and a click report in analytics
We don’t collect personal data during the show itself. A contact appears only for those who decided to enter the draw themselves.
Numbers from the match
At Krylia Sovetov vs Lokomotiv, 1,493 of 9,000 spectators joined the show and 362 clicked the sponsor promo. To enter the draw, a viewer gave their seat. The step-by-step funnel is in fan engagement numbers, and the case with video is in the show and draw at the match.
What the organizer and brand get
- How many people scanned the QR code and took part in the show
- How many clicked the promo, with UTM tags in analytics
- Contacts of draw participants, with consent to processing
For a brand it is contact with a person who has just been at the event and left their details themselves. The customer database grows without promo staff or stands. How to package it into a sponsorship offer is in how to attract sponsors. Formats for brands are on the concert and match advertising page.
