FC Barcelona has emerged as an industry leader in the space, utilizing QR code technology at Camp Nou to drive participation and awareness of a new promotional offer. The team has placed QR codes throughout its stadium facilities that provide fans with a seamless way to register to win a Barcelona jersey that is signed by the team's starters. The QR codes link directly to a mobile site where fans can easily input their information for a chance to win an exclusive piece of memorabilia. 

FC Barcelona's QR code activation demonstrates how teams can turn static mediums throughout their venues (especially during the offseason) into interactive areas that take the fan experience to the next level.

It's important to note that QR code activation can live in various locations throughout stadiums. FC Barcelona featured QR codes linking to the promotional sweepstakes in several fan touchpoints, including:

• Concourse / Wall Displays 
• Ticket Box Office Signage (at the Barca Museum)
• OOH Signage
• Team Store Flyers
• FC Barcelona Website

Check out FC Barcelona's QR Code activation below:

Wimbledon celebrated its 125th anniversary in 2011 by teaming up with IBM to present tennis in an entirely new way across multiple media platforms. IBM launched a new Poinstream platform that provides statistics in real-time and allows fans to know what needs to happen for their favorite player to win the match.

IBM uses data from the last five (5) years of Grand Slam play to provide three (3) keys and predicted results based on player stamina and tactics that are measured in real-time and formulated with past performance.

Check out a video that highlights the IBM-Wimbledon partnership and the parties' new Pointstream technology!

The iPad app has a number of truly remarkable features but it's greatest is a digital autograph feature that allows fans to capture all of their favorite star players' autographs directly on their iPad and save them in a digital scrapbook. The iPad feature provides a glimpse into the potential future of virtual card autographs and memorabilia.

Fans can also use the iPad app to access real-time tournament and venue information, the Official Tournament Program, editorial features, tournament facts and figures, player tweets, schedules, weather updates, ticket information, video highlights, and more.

The iPad app is available for purchase on iTunes for just $4.99. Check it out below!

Source: AustralianOpen.com

While some are more active than others (SF Giants, Washington Redskins, Manchester City FC, University of Michigan and Texas Tech Athletics), it's refreshing to see that all of these organizations are moving in the right direction when it comes to social media.

Check out the list below:

MLB

1. San Francisco Giants - http://foursquare.com/sfgiants

2. Los Angeles Dodgers - http://foursquare.com/user/dodgertownusa

3. Cleveland Indians - http://foursquare.com/user/tribetalk

Oakland A's - http://foursquare.com/user/oaklandas

NBA

1. Milwaukee Bucks - http://foursquare.com/user/bucks

2. New Orleans Hornets - http://foursquare.com/user/hornets

3. San Antonio Spurs - http://foursquare.com/user/spurs

NFL

1. Washington Redskins - http://foursquare.com/redskinsdotcom

2. San Diego Chargers - http://foursquare.com/user/chargers

NHL

1. New York Islanders - http://foursquare.com/user/nyislanders

2. Washington Capitals - http://foursquare.com/user/washcaps

College Athletics

1. University of Michigan Athletics - http://foursquare.com/michigangoblue

2. Texas Tech University Athletics - http://foursquare.com/texastech

3. University of South Florida Athletics - http://foursquare.com/user/usfathletics?DB_OEM_ID=7700

Barclays Premier League

1. Manchester City FC - http://foursquare.com/mcfc

Major League Soccer

1. Colorado Rapids - http://foursquare.com/user/rapidssoccer

Here are three (3) technologies that are changing the game in sports: 

New York Jets - Touchscreen Device

The New York Jets are testing a touchscreen command center, built by design agency Roundarch, that enables team personnel to track various game day operations. With the touch of a button, teams can gauge which concessions and merchandise items are selling fast, whether there are traffic issues outside the stadium, and ticket sales information. Source: Roundarch

New England Patriots - Yinzcam

The New England Patriots are offering all fans attending games at Gillette Stadium a unique opportunity to gain more access than ever before. The Patriots are offering a Yinzcam smartphone application that allows fans to see instantaneous replays during games, live stats and scores, and NFL RedZone. Fans can access the mobile app inside Gillette Stadium by connecting to a Patriots WiFi network. Source: USA Today  

Orlando Magic - Internet Protocol Television (IPTV)

The Amway Center, the new home of the Orlando Magic, will soon be considered one of the most technologically advanced arenas on the planet. The Magic and arena officials have partnered with the Harris Corp. to install an Internet Protocol Television network that features 1,100 flat-panel video screens throughout the building programmed to enhance the fan experience. The two parties will operate a behind-the-scenes control room where technicians can display specific messages, images, mosaics, video, and animation to fans as they scour throughout the arena. Source: Orlando Sentinel

Swiss watch manufacturer Tissot recently took its on-site activation at MotoGP Red Bull Grand Prix events to new heights by placing QR codes on the outfits of its Umbrella Girls (models)on-site. The social media strategy enables racing fans touring the at-track Tissot footprint to bring their unforgettable real-world experience to life in a virtual setting where they are more apt to learn about products, take advantage of special promotional offers, and ultimately make purchases. 

How does it work?

Fans simply have to walk up to the Tissot models and scan a QR code on their outfit with their smart phone (usually this requires downloading an app like Microsoft Tag Reader). When scanning the QR Code from a close distance, fans are then directed to a Tissot mobile page where they can purchase products and engage in special offers.

This strategy serves as a terrific benchmark for brands looking to engage with consumers on-site or on-premise (at bars, restaurants, retail, etc.) more effectively. The QR codes serve as a conversation starter for models, demonstrate that a brand "gets" social media, and helps foster a memorable experience for fans.

Check out the video below as this will soon become commonplace in the sports marketplace as QR codes become readily adopted. While the United States lags behind, QR codes are already heavily embedded in Japanese culture.

Tissot is incorporating Danica Patrick into the QR Code mix as well...

Manchester City unveiled its new Official Foursquare page, where the team is planning on posting a collection of tips and specials for fans to enjoy in the coming weeks and months. The official page provides a list of Manchester City destinations where fans can check in and receive special discounts and enjoy a variety of engagement tactics.

The page, which already boasts 350+ supporters, also features a collection of links to the club's other social media channels (Facebook, Twitter) and official team home page.

MCFC has been one of the most notable early adopters of Foursquare in the sports space. The soccer club teamed up with Umbro to generate buzz for their final match of the season against Tottenham Hotspur by asking fans to "check in" at the City of Manchester Stadium via Foursquare in an effort to set a world record for the most Foursquare check-ins in a single location at one time.

To generate awareness and interest, the team posted an announcement on its home page and offered fans the chance to win (1) of (11) limited edition Blue Moon t-shirts if they added the phrase 'Umbro Blue Moon Tee Please' to the tips section of their Foursquare check-in.  

Check out the page below and consider implementing this for your organization. After all, Foursquare is here to stay!

If you're working in sports and you haven't heard of Foursquare or Gowalla yet, it's time to do your research. Why? The New Jersey Nets are paving the way for sports organizations to begin experimenting with the two aforementioned geolocation platforms to measure how they can deliver in the event marketing space. Geolocation platforms allow users to check into and engage with physical locations and events via mobile devices (here in this virutal setting, marketers can reward them for their loyalty/engagement).

Check out a terrific case study below that details how VaynerMedia teamed up with the New Jersey Nets to create an innovative Gowalla initiative that drove a group of select, influential fans to the Izod Center to check out a game live.

To download VaynerMedia's presentation (above) please click here.

A special thanks to Sam Taggart of VaynerMedia for his insights and contributions to this column... a must-see!

@LauraGainor (check her out on Twitter!) recently unveiled a tremendous presentation she created for a position with Comet Branding, a progressive Milwaukee-based branding, PR, and social media agency. She created a unique piece that effectively told her story, incorporated new social media technologies, and demonstrated immediate results!

How did she do it?

While touring the city of Milwaukee, @LauraGainor utilized her social media skills to get creative and attract the attention of Comet Branding's @AlKrueger & @SaraMeaney. Laura decided to quietly work on a campaign designed to gauge their reaction from live tweets she posted while checking in at major Milwaukee attractions using the social media gaming tool, @Foursquare. She felt that this would serve as a more effective tactic than simply sending them an email that alerted them of her plans.

Laura also took advantage of using the newly launched Foursquare client, @SquarePik, which now allows you to post a photo of the venue you're at while checking in to gain points. She utilized this medium to grab the attention of Comet Branding by including their poster-sized company logo in each photo.

Laura compiled all of her interactions in a presentation format that told her story and effectively incorporated social media. In her deliverable, Laura featured a video she shot using TwitVideo on her iPhone 3GS and linked to all of her social media profiles (which you can see on the last page of the presentation).

Check out her innovative social media-centric presentation here:

Arsenal FC recently became one of the first sports organizations to release their own official iPhone application for fans to enjoy team coverage on a 24/7 basis. Arsenal's team app offers standard content (news, player profiles and statistics, images, match information) as well as video content (highlights, interviews, special features) that do not require special subscriber access. It also features links to the official team website, ticket purchasing information and club membership information.

The Arsenal app, created by 2ergo and being sold for nearly three (3) euros ($4.99 US) through the Apple App Store, was co-funded by O2, the team's official partner (who was given prominent branding near the top of the app's display screen in return). Sinc it's launch, the app has risen to the

The emergence of official team iPhone applications is an industry trend that all sports business personnel should be following because it represents a new revenue stream for organizations to capitalize on via purchase/subscription fees, corporate partnership branding opportunities, media extensions (leading to more impressions), and 24/7 fan access.

While the team acknowledges that its new iPhone application is just Stage 1, there are endless opportunities and developments that will soon be seen through this engagement medium. For more information, ArsenalMania.com recently featured a tremendous writeup on the functionality and features of the new Arsenal iPhone application.

Check out a video demonstration of the Arsenal iPhone app below: