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."

The Portland Trail Blazers app leveraged Digimarc technology for the new feature. 

Fans will have access to exclusive NBA and team-related videos, up-to-date scheduling facts for games and behind-the-scenes photos. The Blazers' focus on creating a comprehensive experience through digital and mobile, the latest push will help maintain its position as a leader in digital sports marketing. 

The National Basketball Association also valued mobile recently and put the focus on stats in the latest upgrade to its mobile app, hoping to drive engagement at a time when one of its teams is close to breaking a record (see more).

The league also leveraged Facebook's live streaming feature to create a direct connection between players and fans through Q&As and exclusive content (see more).

?Sports fans are passionate about their teams and are hungry to learn exclusive, ?inside information' about their teams so they feel that they are in the know,? Mr. Morris said. ?This type of interactive engagement will help teams enhance the personal relationships of their fans and increase passion and intimacy for the brand. 

?Passion and intimacy are key to creating a loyal fan base that is inspired to attend more games and purchase more team-branded merchandise,? he said.