In Germany, Sky Go is the only way to see the Champions League live on your mobile. To bring this exclusive offer to life, we broadcast the Champions League top match Real Madrid against Schalke 04 live to public digital OoH screens all over Germany. Free for everyone to watch. But: encoded with the first ever real-time adaptive QR code. It let’s you see the live content – but only rudimentarily. This provoked the deep natural urge to see more. Which was easy, with the content as direct channel: a scan of the QR code stream leads to a mobile site to see the match on your smartphone, which could normally only be seen on the pay tv channel Sky.