We collected detailed fan engagement data for the flashlight show at Krylya Sovetov vs Lokomotiv on 19 March. There were 9,000 spectators in the stadium at the start. The full case of the show and prize draw at this match is in a separate article. How to organize such a show is in the article How to organize a pre-match show.
1,493 people (16.6% of the stadium) scanned the QR code and joined the show. This is a strong result for a random match audience.
Of those who entered, 1,124 (75.3%) reached flashlight mode. Step-by-step conversion was 89–92%. Average time on site was 4 minutes 18 seconds.
362 people (32.2% of those who turned on the flashlight, or 4% of the entire stadium) clicked the sponsor promo.
Comparison shows the advantage. Standard banners give CTR of 0.05–0.10%. Here QR-to-promo conversion is 4%, that is 40–80 times higher. Even retargeting shows 0.7–1.2%, while the show delivers 4–8 times more.
Unlike Telegram prize draws (37% engagement but among loyal subscribers), here the audience is random – regular fans who came to the match. 16.6% joined after activation via announcer and screen, higher than many subscriber channels (9–11%).
The full report with all numbers and comparisons.
GROMKA SHOW: Audience Engagement Report (PDF). How to collect viewer contacts is in the article Lead generation at an event.
