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Thrifty Secret Circuit

HOW CAN A SPONSOR HELP NURTURE RELATIONSHIPS IN THE LOCAL COMMUNITY, AND REWARD MOTORSPORT FANS IN THE PROCESS?

Client

Thrifty

Location

Newcastle

Each year, the Supercars Championship transforms the streets of Newcastle into a  race track. To keep that energy going beyond the track, we worked with TGI Sport to build a digital scavenger hunt that got fans walking the circuit to unlock prizes along the way.

All Supercars fans needed was a smartphone and a keen eye: follow the interactive map, scan the QR codes around the city and earn rewards along the way.

Experience →

At multiple locations around Newcastle, Thrifty branded QR codes were hidden.

These became checkpoints for fans to discover — each marked with decals featuring QR codes. To guide the journey, we created an interactive map on the website showing all the QR code locations.

Initial sketches of layout options

No app download required — fans just scan the QR codes and enter their details on a mobile-friendly website to take part.

The experience was designed to feel inviting and hassle-free, encouraging fans to jump in right away as they move around the city.

Big impact, small footprint.

The QR codes would be simple and easy to install, and a web-based interaction guaranteed minimal friction for users and didn’t rely on a large physical footprint.

Experience →

It was a race of a different kind: one where fans could take part and compete for prizes as they uncovered QR codes around the circuit.

When fans arrived at one of the secret locations on the interactive map,  fans simply needed to scan the nearby QR code with their phone.

From race precincts to local businesses, the decals boosted foot traffic across the city, adding to the buzz of the Thrifty Newcastle 500.

When fans arrived at one of the secret locations on the interactive map,  fans simply needed to scan the nearby QR code with their phone.

An integrated EDM system also allowed us to send follow-up communications to fans after the event, driving them to the Thrifty website and social media channels. 

mastercard play and win

Get your fans involved through real-life, gamified experiences. 

Memorable brand moments start with fan engagement.
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