Before the Krylia Sovetov vs Lokomotiv cup match fans raised their phones with flashlights on, and after the show they could enter a prize draw: home appliances, VIP tickets to the next home match and prizes from Dodo Pizza.
To enter the draw, a viewer gave their seat after the show. The draw gave people a reason to scan the QR code, and noticeably more joined than at the first show against Orenburg.
Numbers
- About 9,000 people at the stadium, 1,493 scanned the QR code, or 16.6%
- 75% of them got as far as switching on the flashlight, with only 8–11% dropping off between steps
- 32% of show participants clicked the sponsor promo
- On average a person spent 4 minutes 18 seconds on the page
For comparison: an online banner is looked at for 1–2 seconds. And the 32% here came not from the brand’s followers but from ordinary fans who came for football. Across the whole stadium, 4% of spectators clicked the promo.
Full report: audience engagement, PDF. The numbers are broken down in our fan engagement article.
What it gives a sponsor is on the concert and match advertising page, and how to collect viewer contacts is in our event contact collection article. The format for clubs is on the pre-match show page.
