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BEST PRACTICES QR CODES: In Denver International Airport, you’ll find stark, simple billboards with little else except for several large QR codes. When scanned, the codes take you to free Sudoku puzzles or full versions of free books. If you’ve ever found yourself stranded in an airport due to a layover or flight cancellation, you can see the obvious potential in FirstBank’s QR campaign. An unprepared, stranded traveler can download Treasure Island, Moby Dick or The Art of War on their mobile device, and make far better use of their time than they would otherwise. FirstBank has identified travel troubles as one of the biggest pain points for their customers, and they’ve offered these books and puzzles are part of their “helpfulness” campaign. The fact that the books are public domain — circumventing all copyright issues — makes these QR codes truly brilliant.Radisson Edwardian, a British hotel chain, has employed QR codes on their restaurant menus that lead to videos of the preparation of their dishes. Menus could never be as descriptive as HD video, and as a result they often leave the customer with questions like “how exactly is this prepared?” or “What does this dish look like?” Because picture-filled menus are considered a sign of a low-class eatery, QR codes provide the visual information while keeping the menu modern and classy. This careful accommodation of both proper menu design and technology is a brilliant combination.Kellogg's: by scanning the code the reader is taken to a video reinforcing the marketing message, outlined on the cereal box, that you can eat cereal anytime because “it’s morning somewhere.” At the time of writing this post the video showed morning in Papeete, Tahiti. There’s a cockerel sound followed by a short video of a beautiful beach at sunrise in Tahiti. Visiting the site at different times of the day you would see morning in other parts of the world.40,000 QR scans and 6,000 texts to the mobile site, resulting in 38,000 videos played and 50,000 page views. “The primary strategy of this campaign was to create more engagement with the brand via mobile,” said David Apple who was involved in the promotion. Kelloggs ran a clear, targeted, fun, and interactive marketing campaign that delivered results! Victoria’s Secret ‘Sexier Than Skin’ campaign with JCDecaux tempts viewers into trying out QR codes in a very clever way. The campaign uses billboards featuring an image of what seems to be a nude model, except for the fact that her breasts are covered by a QR code. The billboard encourages viewers to activate the QR code in order to reveal what lies beneath. Once activated, the viewer is taken to a URL for the image that fills in the gap (with Victoria’s Secret underwear, of course!).How to succeed with QR codes?: