The Fan Engagement project
The final Serie A clash between Bologna FC 1909 and Genoa CFC at the historic Renato Dall’Ara Stadium was not only an exhilarating moment on the pitch but also an engaging experience for fans off the field. To celebrate the close of the season, every fan in attendance was gifted a special Fancard as a token of appreciation and a unique way to connect with the club.
These Fancards weren’t just ordinary memorabilia. Each one featured a unique QR code printed on the back, inviting fans to participate in an exclusive contest. By simply scanning the code with their smartphones, supporters were entered for a chance to win Bologna FC’s brand-new official jersey for the 2025/26 season—a much-anticipated release among the club’s loyal fanbase.
The initiative not only rewarded attendance and loyalty but also created an interactive moment that extended the matchday excitement beyond the 90 minutes. Fans embraced the opportunity, with thousands scanning their cards and sharing the experience on social media, generating a wave of digital buzz that reflected the club’s innovative approach to fan engagement.
By blending tradition with technology, Bologna FC once again demonstrated its commitment to enhancing the supporter experience—making the final match of the season memorable in more ways than one.
Why choosing Fancards
Lab-go created patented single-use QR Codes to give fans a collectible way to access exclusive content and answer the question any artist asks: “Who’s in the building?”
This is the key to transforming your event into zero party data for your brand. Each of our fancards contain a unique physical token to be scanned with any smartphone.
They deliver real-time engagement, allowing fans to connect with their favorite artists and brands instantly, all through the tech they carry in their pockets. This level of accessibility and personalization is what truly sets our solution apart, creating deeper, more meaningful connections between fans and the brands they love.
And remember: “Followers follow, superfans buy.”
Give exposure to your Sponsors
And you know what’s even cooler? Get sponsors aboard: you could sell exposure to your sponsor during both the customer digital journey and right on the front side of our cards.
For this particular activation, Bologna FC 1909 chose Pelliconi as a Sponsor, giving thousands of fans the chance to engage with the brand.
Fan Engagement scores big: 24,000 fancards distributed
The simplicity of the mechanic and the appeal of the prize helped drive outstanding participation. Out of the 24,000 cards handed out, 21,900 were scanned—an activation rate of over 91%, demonstrating the strong connection between fans and the club, as well as the effectiveness of the initiative’s design.
Looking at key metrics, the campaign delivered a remarkable 43% engagement rate, measured by the number of first scans compared to the total cards distributed. This indicates that nearly half of all fans present were actively motivated to take part in the digital experience.
Even more compelling was the conversion rate: 45% of users who scanned the card went on to complete the lead form, turning casual participants into valuable contacts. This level of conversion underscores the potential of integrated fan experiences not only to build excitement but also to generate meaningful data and long-term marketing value.
With numbers like these, the campaign stands as a model for how football clubs—and the wider sports industry—can use smart, simple tools to create memorable matchday moments while deepening engagement with their audience. Bologna FC’s innovative approach shows that even traditional match settings can evolve into dynamic, interactive experiences that resonate long after the final whistle.
