QR codes have come a long way since their launch and over the years marketers have learnt to develop them in conjunction with the available technology, making them even more interesting. Their usage has come a long way since their primary purpose of receiving a text, revealing a rich media content or a simple message on prints ads, stickers etc . Today we see their innovative side in apps, on glasses and even on cars!
Guinness QR code Pint Glass
BBDO, New York and Guinness launched special QR code pint glasses where the code is revealed only after Guinness is poured in the glass. Lighter beers do not render the QR code and makes it look like as if the code is a part of the design on the glass. On scanning the QR code with, Guinness drinkers are invited to share their bar location and happenings with Twitter, Foursquare, Facebook and Instagram updates. Coupons and promotional offers are also available on scanning QR code at select locations.
This is a really clever idea because the code is revealed only when it is filled with a Guinness. The reason Guinness was able to pull this one off with some creativity is because it played on its color of beer vs the regular light /golden beer colors and used it to their advantage by coming up with a unique idea of standing out from their competitors. The coolest part is that the code is not visible when the glass is empty! Such ideas are cool to get people taking and spread such cool news about the brands via word of mouth at bars all over the city! I like the fact that it is simple and does not require much of an effort by the user to interact with it, after all people are not looking for a long boring experiment at bars when it comes to alcohol marketing, a simple instant trick is definitely more welcoming and fun!
Mercedes-Benz QR Code Trophies
To launch the new A -class model, Mercedes-Benz, Germany used the prototypes black and white patterns cleverly by replacing them with a QR code. People who spot the QR coded car should collect 4 QR code badges by scanning with the QR Trophy app. The collection of 4 badges automatically signs up the user to qualify to win a trip to the world premier of the A-Class in Geneva. Besides the car the QR codes were also available on net and randomly distributed in the streets.
The QR code landing page for this campaign received over 50,000 visits and 80,000 trailer views, 2,860,000 Google hits and 6,800,000 Facebook impressions. The codes were not even popular among the users but also received huge response from the car-paparazzi.
This is quite clever since the prototypes of new models are already disguised in black and white and by using QR code nothing really changes i.e. the car design is still hidden but QR codes add fun and interest to the model. It is a fun way to create buzz about the new model and also engage the followers with its launch.
Emart 3D Shadow QR Code
Emart, Korea has come up with one of the most clever usage of QR codes, up to the same level as Guinness’s example above. Apparently the brief was to increase the sales in the lunchtime and keeping this in consideration the QR code was active only from 12 to 1pm each day. Known as “The Sunny Sale” the 3D QR code was placed across the city and the sunlight casting a shadow on the QR code made it visible enough to be scanned. This made it all the more a Sunny Sale special considering it was naturally possible only in the afternoon/lunchtimes.
People who scanned the code received a special discount with 25% off redeemable in store or via the Emart mobile site. For such a mobile led idea to increase sales it is a good effort by Emart to include and consider the importance of having a mobile site in place. Over 12,000 coupons were distributed, Emart membership increased by 58% and 25% sales increased during the lunchtime hours.