MKTG and Chemist Warehouse used Campaignware to run Aisle Dash, a branded minigame fans played from a QR code on the big screen at half time during the State of Origin series. It extended an on-field brand activation to the whole crowd, was seen by over 189,762 fans, drew thousands of scans and built an opted-in database.
The challenge
Chemist Warehouse and its agency MKTG were planning a half-time activation for the State of Origin series. The brief was simple: make it engaging, make it fast, and make it fun for every fan in the stadium.
They wanted more than another big-screen promotion. The goal was to connect with tens of thousands of fans at a packed stadium in a way that was truly interactive, keep taking part quick and simple, activate partner brand CeraVe, and gather first-party data, all in a matter of minutes.
What they did
MKTG worked with Campaignware to create Aisle Dash, a branded minigame fans played on their phones at half time, synced to the activation on the ground. The idea echoed the challenge on the field: catch as many falling products as possible.
During each match, a Campaign Link QR code appeared on the big screen. One scan opened the minigame, with no downloads and no delays. Fans played, submitted their details, and then saw a tailored call to action to enter a secondary competition.
Campaign Link turned a standard URL into a QR code with built-in tracking and engagement metrics, so MKTG could report back to the client after the match. The result was an activation Chemist Warehouse had already paid for, extended to the whole crowd, with an opted-in database and real-time analytics.
The results
- The campaign was seen by over 189,762 fans across the State of Origin series.
- Thousands of successful scans drove high participation throughout the matches.
- Every fan who submitted their details joined an opted-in database, with measurable engagement from every match.
- Fans needed no app and no sign-up process: one scan from their seat was enough.
In their words
“This was designed to be a seamless activation from start to finish. By building the campaign using our best-in-class gamification suite, coupled with our QR code platform Campaign Link, made for a simple fan experience, and delivered the numbers and insights we needed straight away.”
Adam Mussa, Campaignware
Key takeaways
- A QR code on the big screen turns a moment for a few fans into one the whole crowd can join.
- Mirror the action on the field, so the minigame feels like part of the event.
- Track every scan. Trackable QR codes connect in-person and digital experiences, even at a packed live event, and give the client results straight away.
Run it for your clients
Agencies can add a branded minigame to any stadium or event activation with Minigames, our branded arcade-style minigames for mobile, and track every scan with Campaign Link QR codes, included in the plan.