MKTG & Chemist Warehouse: State of Origin “Aisle Dash” Live Minigame

When Chemist Warehouse and MKTG set out to design a half-time activation for State of Origin - Australia’s most watched sporting event, the brief was simple: 

1. Make it engaging
2. Make it fast
3. Make it fun for every fan in the stadium. 

What resulted was “Aisle Dash.” A campaign that brought together on-field excitement and digital interactivity, all accessible via QR Code displayed on Australia’s largest digital screen.

Challenge

How do you connect with tens of thousands of fans at a packed stadium in a way that’s truly interactive - while keeping participation quick and simple? 

For the State of Origin series, Chemist Warehouse and MKTG wanted more than just another big-screen promotion. 

The goal: let fans get hands-on with a digital game that captured the spirit of the onfield action, activated partner brand CeraVe, and gather valuable first party data - all in a matter of minutes.

Solution

‍

‍

The answer was using Campaignware, and Campaign Link to create a fun, and exciting minigame that fans could play during half time - synced to an activation on the ground.

By turning a standard URL into a scannable QR code - with built-in tracking and engagement metrics - MKTG made it effortless for fans to join from their seats, and then report back to the client after the match!

During each match, a Campaign Link QR code was broadcast on the big screen, inviting fans to play the “Aisle Dash” minigame. 

The concept was simple but clever: catch as many falling products as possible, echoing the real-life challenge happening on the field. The game linked directly to the activation, requiring just a quick scan - no downloads, no delays.

From there, fans would play the game, submit their details, and be served a tailored post-activation call-to-action to enter a secondary competition.

Impact

The result? Thousands of successful scans drove high participation rates throughout the matches. 

Beyond just play counts, the campaign delivered strong data capture and measurable engagement - all without the need for complex software or tedious onboarding.

“This was designed to be a seamless activation from start to finish,” said Adam Mussa from Campaignware. “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.”

Big brands like Chemist Warehouse are showing how accessible, trackable QR codes can bridge in-person and digital experiences, even in huge, high-pressure live-event environments. 

Powerful insights and meaningful engagement, all from a single scan.

‍

Get 100% free access to Campaign Link today

Campaign Link is free and available to everyone.

Click here to get your free account and start creating your own short links, QR codes, and UTM codes today!

‍