BT Sport is going to use "digital" beer mats to help publicise its TV service this summer.
Customers in pubs and clubs will be able to use their smartphones to scan BT Sport beer mats, bar towels and posters to activate video content, including sporting highlight clips.
They will be able to do it from the start of the football season using technology from Blippar. They will also be able to vote on the big sporting issues of the moment, research game stats, enter competitions and share content via social media.
BT Sport has started to send welcome packs to the thousands of commercial premises that have already signed up for the BT Sport channels. The packs include traditional wipeable fixture posters, window stickers and ten foot banners, as well as the interactive beer mats, fixture posters and bar towels.
Bruce Cuthbert, director of commercial customers at BT Sport, said: “We want to bring a few innovations to our offer to pubs and clubs. We think it is going to be great that your beer mat can be scanned to deliver some fantastic sporting action clips to your smartphone, instead of merely soaking up spillages."