Interesting QR Code Campaigns

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.




Facebook Likes on Clothes Hangers

C&A, the famous European fashion retailer, has launched an interesting Facebook campaign in Brazil called “Fashion Likes”. The Facebook Likes are displayed on the clothing hangers in real-time i.e. the clothing items photos are posted on their Facebook page and as soon as they receive a like the clothing hanger like count is updated. The real time updates let the shoppers know what is trendy/popular online and worth trying out and buying.

I really like this concept but I wonder how many people will actually be willing to consider what is voted for the most online. For some it may not be a personal preference and hence does this render this entire ” fashion like” activity useless, do people feel offended that by buying something ridiculously popular online makes them want to be dressed like everyone else believing that vote and feeling that one never used their opinion and just went with a Facebook ranking? For some people clothes shopping can be very serious and personal since it defines who they are, want to be perceived as, etc. Moreover, what happens when an item gets really low likes and if you happen to like it, do you get that look “ooh, buying the one with the least likes”. Although good thing about such a campaign could be that the people who commit a fashion suicide might secretly consider these “fashion likes” to save them a social breath!

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