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UK based gambling group Betfair is making a unique marketing decision; the betting group has decided to sponsor a woman's beach volleyball team and will put a QR code on the team's bikini bottoms.
Marketing Magazine is reporting that beach volleyball players Shauna Mullin and Zara Dampney are the first female athletes that will be asking spectators to photograph their bikini derrieres.
Betfair's Andy Lulham, who is responsible for UK Sports and Marketing PR commented on the deal, saying “There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible.
“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.”
QR codes resemble a bar code, and can be read by software generally available on a smartphone. Once the QR code is scanned by the phone, the smartphone user will be sent to Betfair's website.
A trial run will be conducted at the London 2012 Beach Volleyball Qualifying Tournament, which is being held at Horse Guards Parade in London later this week.