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.
, 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.
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!
‘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?:
1. Size Matters (the Bigger, the Better)
Make sure the QR Code is big enough to scan easily. The minimum size should be 1.25" by 1.25"; any smaller than that, and the code becomes difficult to scan. A small, difficult-to-scan QR Code frustrates everyone, businesses and customers alike.
2. Short Is Sweet
QR Codes are an efficient and artistic-looking way of storing data. Try to store the least amount of data possible by using short URLs. This makes a code easier to scan, and a less cluttered code is more visually appealing.
3. Location Matters
Make sure to put your QR Codes in a place people can use them. This means thinking through where people will be scanning your codes and making sure the code is easy to access. Excellent placement options include newspaper or magazine pages, flyers or other promotional literature, and easy-to-spot locations on your website.
4. Know Why You're Using It
For a QR Code to be utilized effectively, you need to know why you're using it. Place it on a print advertisement to direct customers to your online store. Place it on a flyer for your band to make it easy for your fans to purchase concert tickets or merchandise and download your music. Place it on an invitation to a wedding or baby shower, and your guests will be able to easily access the directions and gift registry.
5. Make It Count
Use the code to get to the next step in the customer engagement cycle. Provide meaningful content that reflects the marketing strategy you decided.
6. Tell People How to Use It
QR Codes are far from ubiquitous. Give people directions on how to use them. The directions don't need to be complicated; "Scan this with a QR Code reader" should suffice. Providing information on how to download the appropriate scanning app helps take things a step further and makes sure you're not losing people who might benefit from scanning your code.
7. Provide an Alternative
Don't assume that everyone has the ability to scan QR Codes. Not everyone has a smartphone, and some people who do may have broken cameras, uncharged phones, no service, or other technical difficulties. Provide a short URL that people can type in manually (or easily remember) if they are unable or unwilling to scan your code.
8. Respect the Border
A QR Code comes with a white border around it. Respect that border. The border is an integral part of the code; the code will not scan properly if the border is infringed upon. In addition, the border is what sets your QR Code apart from the content on the page around it, and the code may not be visible without it.
9. Bring the Wow
The most important thing to do is to provide an awesome experience. Incorporate images, audio, video, and interactivity into the website to which your QR Code links, as these components can't all be duplicated on paper.