In the past few articles, we looked at why people hate QR codes, some great service based uses for QR codes and how QR codes can be used for information retrieval. Now, let’s look at some incredible QR codes and how they successfully call consumers to action.
Emart Sunny Sale Campaign – 3D Shadow QR Code used a unique draw to promote scanning a sidewalk sculpture. What good is a QR code that only works for an hour every day but ends up driving sales up 25%, wins numerous awards and gains huge brand awareness? Do you have to ask?
Building codes out of LEGOs aroused people’s playfulness which lead to huge increases in sales by those who scanned the codes.
Well, it may be a “crumby” way to sell cookies but the “QReo” code is instantly recognizable to confection lovers and the mystery is the draw.
If you’re “game” for an adventure in a place that makes scanning easy, fun and informative, then this QR code campaign shows how it is done.
The Lock & Lock Bisfree QR code, made up of chocolate cubes, is more interesting as a video of how it was built. Perhaps that’s where the chocolate QR code takes people who scan it? Why not… just include an few seconds for an ad for the product itself.
The old show of love by making a cassette (what are those?) “mix-tape” is alive and well but get a bump from QR codes. UK agency, Stupid, has mixed technology with greeting cards and via Spotify, you can create a playlist for that special someone. It’s the fun combination, along with the personal touch of choosing favorite tunes that make this so appealing.
Scanning and drinking shouldn’t mix but Heineken’s U-code found a way to bring people together, just this side of cyber-stalking, using codes as a cool self promotion and some fun. Meanwhile, mixed with the fun were thousands of people who registered with Heineken for the chance to get in on the call-to-action.
Can you spot why this QR code résumé is a great idea that falls flat? Watch it first.
The answer is, he wants you to scan the code at the end of the video… but it’s already on your phone screen, so you would need to get another phone to scan the code off the first phone screen. Obviously, you shouldn’t hire this guy who doesn’t think ahead.
Keep in mind, it’s not just that QR codes are unique. Each code should spell out its call to action. “Scan this code to… experience… receive… learn…watch…” Let the consumer know what they will receive for their effort. One of the complaints about QR codes is going through the trouble of scanning them, only to go to a web site. Consumers should know what is in store for them.
If they want to go to a website, then they will appreciate a code for that. If they want coupons, then give them a code for that. If they want to know how a product functions outside of the package, well, that’s another code. As with URLs listed on packaging, a blurb to let buyers know where they are going on the internet is a common courtesy that must be extended to QR code usage as well.
QR codes are just another tool — a bridge between print and digital. No matter how pretty they can be designed or how they can be integrated into graphic design, they must meet their purpose and give consumers a faster and more efficient way to gather needed information. People only hate QR codes because they are rarely used correctly. Don’t put them on fast moving vehicles or place them too far away to scan properly. Make them consumer friendly, which is their ultimate purpose.
