Betfair, taking a leaf directly out of the Lynx marketing handbook, have created a PR stunt focused on the one Olympic sport guaranteed to garner plenty of male eyeballs come 2012.
In a classic example of ‘ass-vertising’ (as previously demonstrated by KFC, when it plastered ad messages on female students behinds in the US) British beach volleyball players Zara Dampney and Shauna Mullin have entered into a unique sponsorship deal with the betting chain that sees QR codes placed on their bikini bottoms
"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,” said Andy Lulham at Betfair.
As a PR stunt it has already managed to fill plenty of press column inches, however, as a piece of tactical marketing the follow through is unlikely to be very high.
QR codes are all about location and ease of capture, neither of which will be evident in this campaign. Unless the two sportswomen stand perfectly still and an audience member holds their mobile at exactly the right angle the QR code element will be completely redundant, as will link throughs to the company’s website.