Before Krylya Sovetov vs Lokomotiv, fans raised their phones with flashlights and joined the light show. A prize draw was added: home appliances, VIP tickets and prizes from Dodo Pizza.
The effect is already better: more people joined. The draw clearly raises participation: to enter, a viewer fills in their seat after the show. This turns the show into a tool for engagement and audience collection.
There were about 9,000 spectators in the stadium. 16.6% of them (1,493 people) scanned the QR code and joined the show. For a random match audience, this is a good result. The best Telegram channels usually get 9–11% engagement only from their own subscribers.
Of those who started, 75% reached the point of turning on their phone's flashlight. Step-by-step conversion stayed at 89–92%. Once started, almost no one drops off.
32% of show participants clicked on the sponsor promo. This is comparable to prize draws in Telegram channels (37% there), but Dodo Pizza has a loyal, subscribed audience. Here it is regular fans who just came to watch football.
People spent an average of 4 minutes 18 seconds on the page. Regular online banners are viewed for just 1–2 seconds. The QR-to-promo conversion (4% of the entire stadium) is 40–80 times higher than standard banner advertising.
The full audience engagement report can be downloaded here.
GROMKA SHOW: Audience Engagement Report (PDF). The format for clubs – on the Sport page, for sponsors – on the Brands page. How to collect viewer contacts is in the article Lead generation at an event.
