Soccer team LA Galaxy and Shasta are using mobile bar codes to offer fans exclusive video content and rewards.

The companies are working with SpyderLynk on the campaign. Mobile bar codes are increasingly becoming a hot commodity and marketers are constantly looking at ways to implement them into their day-to-day initiatives.

LA Galaxy are currently playing their 17th season in Major League Soccer.  

Shasta is a beverage company that was founded in 1889.

?The strategy for this campaign was to create a comprehensive, multichannel digital initiative for Galaxy fans and Shasta consumers to be able to interact with both brands through Shasta-inspired soccer tricks,? said Scott Carlis, director of AEG Digital Programs. 

Driving awareness
Consumers can find the promotional advertising prominently featured on Shasta 12-Packs of Cola, Tiki Punch, Orange, Twist, and Grapefruit Zazz along with retail point-of-purchase signage. 

When fans snap and send or scan the SpyderLynk SnapTag they can access exclusive Shasta FlavorStyle videos which feature tricks and tips from the Galaxy Futboleros soccer entertainers.

Additionally, users can ?Like? Shasta?s Facebook page and show their flavor by uploading their own soccer trick videos to be ranked by Galaxy fans.   

A player from the LA Galaxy will select their favorite Shasta FlavorStyle video to be that month?s winner.

Monthly winners will receive a variety of Galaxy and Shasta prizes and the grand-prize winner will receive $1,000 and a six-month supply of Shasta.

?A big advantage of using SnapTag is that there is a mobile opt in for consumers,? Mr. Carlis said. 

?So by either replying ?Shasta? or ?Galaxy? each respective brand will have the opportunity to remarket to consumers,? he said.

Word of mouth
The campaign is being promoted through various LA Galaxy assets including in-stadium signage, broadcast spots, social media posts, Web banners on lagalaxy.com, eblasts to the LA Galaxy database, grassroots events and specific youth soccer outreach.

Shasta is also significantly promoting the campaign through point-of-sale and packaging in retail, targeted Facebook ads, experiential efforts and additional media.
 
?Mobile bar codes are going to play a more significant role in activating social and purchasing initiatives as the user experience continues to improve and simplify,? Mr. Carlis said. 

?New one click social sharing capabilities plus advances in simple mobile wallet solutions makes for some exciting opportunities for both brands and consumers to really start taking advantage of,? he said.      

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York