Barcelona Beer Festival: 345 leads in 2.5 days
A flyer distribution campaign with QR tracking in the neighbourhoods around the festival venue. The QR on each flyer measured response by zone and by day, with all data visible in the client dashboard in real time.
Key result
345
leads in 2.5 days
captured via QR tracking during flyer distribution in the Barcelona Beer Festival catchment area.
Campaign context
The Barcelona Beer Festival draws a specific, high-interest audience. The objective of the campaign was to reach that audience before the event, in the neighbourhoods where they live and where they were most likely to respond to the flyer offer.
CARTO applied the same method used in any GPS buzoneo campaign: zone selection by data, verified routes, photo proof and QR to measure response. The difference with an event campaign is the short time window: 2.5 days of distribution before the festival opened.
How the campaign was executed
Zone selection by data
Neighbourhoods with the highest concentration of target audience around the festival venue were identified. The criterion was residential density and proximity to the event, not maximum surface coverage.
Brand Missionaries on route
CARTO Brand Missionaries carried out the letterbox drops following block-by-block routes. Each route was GPS-logged from start to finish of every distribution session.
Photo proof of every block
On completing each letterbox bank, the distributor photographed the block. Photos were linked to the corresponding GPS coordinate and made visible in the client dashboard.
QR on the flyer to measure response
Each flyer carried a unique QR code linked to the festival landing page. The QR logged every scan with a timestamp, showing which zones and which times of day generated the most response.
Live dashboard
The client accessed a dashboard with GPS routes, block-level photos and QR scans by zone and hour. Results were visible in real time throughout the campaign, not just at the end.
Note on QR tracking
The QR measures when and from which approximate area the flyer was scanned. Scan location is an IP-based approximation and is not precise. The precise proof of where distribution took place is the distributor GPS route, logged coordinate by coordinate during the drop. Both layers together, QR response plus GPS route, are the foundation of the CARTO method.
What this case taught us
Better neighbourhood targeting generates more response than increasing flyer volume.
The QR measures response and scan timing. Location is approximate (IP-based). The GPS route is the precise proof of where distribution took place.
Seeing scans in real time allows the client to react during the campaign, not only after it ends.
Photo proof and GPS remove the uncertainty about whether the drop actually happened.
Back to: all case studies · GPS door-drop Barcelona · flyers with QR · offline marketing Barcelona
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