The Detroit Red Wings have begun to insert into their game programs QR codes, electronic bar codes that link to online content when held up to many cell phones and computer Web cameras.
The square at bottom center allows fans to
access more material with their mobile phones.
The Red Wings’ move arrives as, like many NHL teams, they have switched their game program format from a standard magazine-sized, paid product to a smaller, advertiser-supported free book roughly the size of a Reader’s Digest. The QR codes, short for quick response, in “Red Wings Today” now link to the club’s videos on YouTube, but the team is working with the league to also link back to the official Red Wings site.
“We’re looking to enhance our published program, as well as drive usage of our online material,” said Bill Roose, Red Wings manager of new media and publishing. “We’re asking, ‘How do we make the program come alive and have a longer life?’ We’re also seeing that not enough of our fans are taking the program home, which we think this will help correct.”
The QR technology is becoming popular in many parts of Asia, particularly Japan, and several other U.S. publishers, networks and consumer brands have experimented with it, including The Weather Channel and Esquire. QR codes, however, are relatively uncommon in American sports.
The Red Wings have conducted their QR code effort entirely in-house using online software.
