Visitors to this week’s test London 2012 beach volleyball tournament at Horse Guards Parade in London are being encouraged to photograph the backsides of Britain’s female beach volleyball champions by online betting exchange Betfair.
Zara Dampney, 24, and Shauna Mullin, 26, members of the British Beach Volleyball team, have rented their rears out to Betfair as part of a novel sponsorship deal with the company, with Betfair placing a Quick Response (QR) code on the back of the volleyball champions bikini bottoms.
When photographed using a smartphone, the QR code takes a user to a specific website, in this case that of Betfair. The QR code is designed to be read quickly from any angle making it ideal for this type of promotion, but with an ideal code size to scanning distance ratio of 10:1, spectators may need to get up close and personal with the backsides in question in order to gain the full benefit.
The marketing technique is being trialled by Betfair at the event which runs from August 9th to 14th at Horse Guards Parade in London, the venue of the 2012 Olympic Games beach volleyball competition.
“There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible,” said Betfair’s Andy Lulham. “As far as we’re aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most.”
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