Mercado Libre turned the grass into a barcode
The company activated its sponsorship at Arena Pacaembú Stadium during the legends match between Corinthians and Boca Juniors.
During the game, the stadium's grass featured a special pattern mimicking a barcode - the first activation of its kind in a football stadium.
When scanned by fans at the stadium or watching on TV, it unlocked exclusive discounts on Mercado Libre as part of its Brazilian campaign "Descontaço do 7.7".
Mercado Libre became the naming sponsor of Arena Pacaembú in January 2024 and has since executed activations like Neymar's helicopter arrival, among others.
Source: Ataque Marketing
