Mobile Marketer – National Basketball Association team Portland Trail Blazers is creating special moments with fans via a new mobile application feature that enables users to scan bar codes on print media for extra content.
The scanning feature allows users on smartphone devices to interact with print media such as posters, its cheerleader calendar and programs for its games, as well as audio from games, which then opens up exclusive app content. The experience is cognizant of the push towards audio and scan-enabled call-to-actions in which consumers can interact with brands with less steps, making a stronger connection and easier experience.
“Everyone appreciates simplicity and convenience and the new features on the Blazers’ team app are all about making it easier for fans to access information,” said Ken Morris, principal at Boston Retail Partners. “The FanScan-ready materials, enable fans to access exclusive images, articles and videos without typing in a URL or searching on their phones.
“This added feature makes the Blazers app more valuable and may inspire more fans to download and use it,” he said. “This technology is more than just single usage and has enhanced features to read virtually all commonly used symbology as well as the invisible Digimarc codes with added features that allow reading of damaged and hard to read codes.”
Read full article: Portland Trail Blazers enables users to unlock content through scanning