• by Laurie Sullivan  @lauriesullivan, September 6, 2013

Tagga has created a cross-channel campaign for adidas and sports retailer LIDS supporting the Seattle Sounders FC soccer team. The campaign aims to target fans and raise awareness for the team and drive foot traffic into stores.

Fans enter the contest in stores, as well as online or via mobile devices, through the Seattle Team's Facebook page. It also integrates Facebook and desktop media from JAS Sports. The campaign, which runs through Oct. 27, gives fans a chance to win a pair of tickets per game. There are 15 pairs of tickets for the Sounders FC throughout the MLS season, one for each home game.

Each click through to the campaign's microsite from advertisements found in stores and on Facebook and YouTube allows Tagga to track activity, generating a lead. Action tags, equivalent to ad-tracking URLs, support the tracking.

The campaign tracks the number of entries to the contest and the amount of times visitors click through to the ecommerce site, giving media buyers a clear understanding of where and when campaign entries originate. It aims to help media buyers better allocate budgets and marketers optimize content.

For traditional media such as in-store signs Tagga adds a SMS and QR code allowing consumers to connect with their mobile phone. Scanning the campaign's QR code or texting the keyword SOUNDERS to 47170 sends the consumers to a landing page where they enter an entry code found in-stores, Seattle Teams page, or on the Seattle Teams Facebook page posts.

"We then compare the results from in-store to the supporting digital channels," said Amielle Lake, Tagga founder, who said Lancome ran a similar campaign. She pointed to data from Google that estimates 90% of consumers begin a task on one device and then complete it on another device.