TVG, a horseracing network, has just proved that they should fire whomever it is that creates their advertising and marketing campaigns.
As part of its mobile marketing campaign that targets viewers who use mobile devices to bet on games, TVG came up with a series of promotions for their channel. One of the tools they use is the QR code. To help bolster the campaign, they hired Chantal Sutherland, a popular jockey.
Sounds just right until you hear about where they are placing the QR code. They are placing it on Sutherland’s backside.
Sounds familiar? Yes, BeQRious have ranted about the same placement before when Betfair placed QR codes on the backside of Shauna Mullin and Zara Dampney. We called it memorable but nowhere near effective.
Not only does this QR code placement makes for a very difficult scan, you also appear perverted doing so.
However, it seems that Betfair is also behind the TVG campaign. So what is new? Apparently, they never bothered to track their earlier campaign. Had they done so, they would know that this kind of placement for their QR codes never really works. This is the reason why you should always keep track of your QR codes. It is just a “bum-mer” right?
Don Scott, TVG Betfair’s vice president of marketing, says that the firm recognizes that TVG is a significant area for growth for their company and has a tremendous potential for expanding the racing business. They also see QR codes as a good way to give their customers more chances to place a bet.
But try scanning the QR code and you will surely fail. We are hoping that they will feature a lot of close ups of Sutherland’s backside and give us lots of screen freezes. Or they could just feature the QR code on TV screens to make our lives a little bit easier.
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