| Trama | We approached consumers when they were on the go and targeted their most basic human instinct: Curiosity. We broadcast the Sky exclusive Champions League top match Real Madrid against Schalke 04 live to public digital OoH screens all over Germany. Free for everyone to watch. But: Encoded with the first ever real time adaptive QR code. This innovative technology was developed especially for Sky. It works like a dynamic digital veil: The source video is reduced to black and white color and lower quality, resulting in bigger pixels. Within milliseconds, every video frame is then transcoded into a working high resolution QR code. Resulting in a steady 25 fps stream of working QR codes. That means: You can still see what’s going on – but barely. This effect provoked the deep natural urge to see more. Which was easy, with the content as direct channel: A scan of the QR code stream leads to a mobile site, simulating the Sky Go product experience: See the match in best quality live on your own smartphone. After 5 minutes, the next teasing mechanism came into play: To continue watching, you had to share the promotion with your friends via text message. |