Race of Champions (ROC) Sydney used Campaignware to run four in-stadium fan campaigns at Accor Stadium on 7 and 8 March 2025, all reached from one QR code on the stadium screens. The motorsport event converted 35 to 40% of impressions into hub engagement and collected fan data for future marketing.
The challenge
Race of Champions Sydney 2025 brought together the world's best drivers for a two-day motorsport event at Accor Stadium. ROC has a passionate fanbase, and wanted to engage fans directly from their seats, drive participation across several campaigns and capture fan data for future marketing.
A live stadium brings its own challenges:
- Access in real time. Fans needed an easy way to take part without interrupting the live experience.
- Several campaigns at once. The team needed simple management and quick content moderation.
- Getting people to take part. Turning spectators into participants needed clear calls to action and easy-to-use pages.
What they did
ROC chose Campaignware for fast setup from ready-made templates, QR code access to one central hub, engagement data it could collect and analyse instantly, flexible moderation for approving and displaying content quickly, and value for money from a tried and tested platform built to scale. Over the two days it ran four campaigns.
1. ROC Fans Hub. Built with Omnihub, our hub template that brings several digital experiences together in one branded page. A permanent QR code on the stadium's LED screens took fans to the hub, where they could explore campaigns, submit content and vote in polls at any time.
2. Get on the Big Screen. Fans submitted selfies, videos and messages of support for their favourite drivers through the hub. The best entries were shown live on the big screen, so taking part fed straight back into the event.
3. Ultimate Seat Upgrade. Fans wearing the most ROC-branded merchandise were invited to enter. Real-time moderation meant winners could be picked quickly and announced live, with their content on the big screen, while event staff located them in the crowd.
4. Driver of the Night. Campaignware's polling template powered the vote, and Australia's Chaz Mostert was named the winner. The result was announced live, moments after the final race, as the commentator interviewed Mostert in front of the crowd.
The results
- 35 to 40% conversion from impressions to hub engagement
- Thousands of QR code scans across the two-day event, with high repeat engagement as fans moved between campaigns
- Thousands of entries to Get on the Big Screen, with a 30% conversion rate from impressions to entries, exceptional for a high-friction campaign
- Thousands of entries to the Ultimate Seat Upgrade
- High fan participation in the Driver of the Night poll
- Real-time winner announcements that connected fans to the live event
- Fan data and insights collected for future marketing
In their words
The show operator called the platform “a game-changer for fan engagement”.
What's next
ROC now has a blueprint for future live events: campaigns that scale and adapt in real time, and fan data to build on.
Key takeaways
- One permanent QR code on the stadium screens, leading to one hub, made four live campaigns easy to reach from any seat.
- Putting fan content on the big screen gives people a reason to take part.
- Real-time moderation lets you pick and announce winners while the crowd is still there.
Try it at your event
Put one QR code on the big screen and give fans a hub of campaigns to explore all match or event long. Start with the Omnihub template, and see more fan engagement ideas for clubs, leagues and sport events.