Mercado Livre / BrazilPromo · Creative Commerce · Social · Events & Sponsorship · Digital & Tech
Field Barcode.
Mercado Livre mowed a working barcode into professional football pitches so TV viewers could scan the field and shop.
- Brand
- Mercado Livre
- Agency
- GUT
- Market
- Brazil
- Region
- Global
The challenge
Stadium sponsorship logos are increasingly ignored by fans watching at home.
The idea
Groundskeepers and tech specialists cut a scannable barcode into the grass that stayed readable from broadcast camera angles. Fans could scan it from TV, phones or shared clips to land in Mercado Livre's shopping experience.
Results
- Thousands of scans from televised matches
- Sessions up 7% during the campaign
Case study source: Activation Ideas Source ↗
