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How to Use Quick Response Codes in Sports Marketing

It seems like Quick Response (QR) codes are becoming a popular trend within the sports marketing industry. Like with everything new, the first campaigns I noticed were cautious and small. Not anymore.

Last week it was reported that a Bristish volleyball team will have sponsored QR codes placed on their bikini bottoms. Now that’s how to make a splash.

And I am sure there are more creative and unique QR campaigns to come. However, before you decide to jump aboard take time to learn a few best practices.

Grab Attention

In late July at the end of a Trenton Thunder baseball game I received a pocket calendar of their game schedule. Inside the calendar hidden away in the corner was a small and barely noticeable QR code. What a wasted opportunity!

Instead of placing it inside, they should have placed it right in the front with a strong call to action to grab the fans’ attention. The possibilities are endless.

Technical Difficulties

I would hate if I spent countless hours creating a unique QR code campaign and my target audience was not able to scan it. Before placing the QR code on the side of a building or on a billboard, test to see whether it will be possible to scan the code.

Don’t Leave Anyone Behind

Though it seems like it, not everyone has a smartphone. When creating a QR code campaign, plan alternatives for those who want to participate and don’t have a smartphone (i.e. text message).

Mobilize It

Don’t send people to a regular website. Instead either send them to a mobile website or create a unique landing page that will.


Dmitriy Gamarnik is a marketing strategist with Blue Fountain Media, an ecommerce design company in New York City.



27 Responses to How to Use Quick Response Codes in Sports Marketing

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    Always include tracking in the code so you can see how and when it is being used.

    And use a link shortener e.g. tiny URL. The smaller the link is the simpler the QR code will be and so easier for the mobile device to read.


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