Promoters with tablets at the entrance collect few contacts: people are in a hurry, do not want to fill out forms, conversion is low.
Effortless mechanics
Guests participate in the show via QR, then a prize draw opens in the browser. The chat-bot collects name, phone, consent. The whole hall goes through the funnel automatically.
At the Krylya Sovetov vs Lokomotiv match, 1,493 people entered the show, 362 clicked the promo. Conversion is 40–80 times higher than banners.
Legal side
Participants give consent to data processing upon entering the show. This is standard practice; data is used only for the draw and communication.
More about the case in a separate post. Engagement numbers in the analytics article. Format for brands in the Brands section.
Why promoters and tablets do not work
A promoter at the entrance costs 3–5 thousand rubles per shift. In practice only 5–8% of passers-by fill the form. People are in a hurry, do not want to spend time, do not trust a stranger with a tablet.
There is a queue in the lobby, the 5–7 field form takes half a minute. Many walk past or enter random numbers. As a result the database is expensive and low quality.
At events with a thousand guests promoters collect 50–80 contacts per evening. 30% of the data are errors or fakes. Cost of one quality lead is 60–100 rubles or more.
Tablets only work at the entrance and only while guests are not tired. After 8 pm conversion drops further. The show works at any point in the program and collects contacts from those already engaged.
Funnel mechanics step by step
- 1. Guest scans the QR to join the show (motivation – taking part in the draw and the light picture)
- 2. During the show the hall is engaged, everyone holds up phones
- 3. Right after the show the prize draw opens in the browser
- 4. The chat-bot collects name, phone and consent for processing
- 5. The organizer exports the database and UTM report in Metrika
The whole process takes the guest 2–3 minutes and happens without interrupting the evening program. No queues, no pressure, no manual data entry by a promoter.
What the brand gets in the report
Metrics: number of scans, show participation, promo clicks, collected contacts, UTM transitions. Everything is recorded automatically and goes into the report.
Cases show: 20–40% of show participants leave a contact. This is 5–8 times higher than with tablets. The brand gets a ready database with consents and statistics by sources.
The report shows not only quantity but quality: how many unique numbers, how many promo transitions, geography and timing. These are data for retargeting and future activations.
The show price is calculated with the calculator. Contact collection and the draw are included in the sponsor package at no extra cost. The brand pays for the result, not impressions.
The report shows time on page and number quality. The database exports to CSV with consents. Suitable for brands that want to measure leads from the event, not just impressions.
