Sky Go is the only subscription based mobile app with exclusive live football content in Germany: the only way to see the Champions League live on your mobile. Interest in this product is growing, but many people still don’t understand the value of being able to watch football live on their mobile. We wanted to change that. We approached consumers when they were on the go and targeted their most basic human instinct: Curiosity. We broadcast the Sky exclusive Champions League top match Real Madrid against Schalke 04 live to public digital OoH screens all over Germany. Free for everyone to watch. But: Encoded with the first ever real time adaptive QR code. This effect provoked the natural urge to see more. Which was easy, with the content as direct channel: A scan of the QR code leads to a mobile site to see the match on your own smartphone.
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