$MELI acquired the naming rights to Pacaembu, a major stadium in Brazil. They transformed the 104 meter football pitch into a scannable barcode. By debuting this during a highly publicized match, Mercado Libre converted sports viewership into an interactive, direct-response shopping event. Mercado Libre utilized AI pattern recognition to ensure the pitch could be scanned successfully from any angle. This allowed anyone who scanned the field to unlock a 25% discount. 53K individual coupon uses, 7% lift in active platform sessions and $1.78M in direct sales. Incredible!