Creative uses of QR codes

Qr codes, the new darlings of mobile advertising. Sometimes these are used in really terrible ways that can do nothing but annoy customers. Occasionally though, you get a few different and interesting uses of them. This article from Econsultancy highlights some of the better implementations of QR codes in recent months http://bit.ly/n1bd3n.

There’s the recent award winning implementation from Tesco who set up a virtual store on the Korean subway. Perhaps my favourite of this bunch is from Radisson Edwardian (www.radissonedwardian.com) who have added QR codes to their menus.

QR codes on menus

Scanning the code enables diners to view a video of the chef preparing the dish. This adds an element of theatre to the experience, as well as giving the diner a better idea of what it is that they are ordering. Imagine being able to scan the menu in one of Heston Blumenthal’s restaurants! Econsultancy also have an interview with Amy Clarke, the E-Commerce manager at Radisson Edwardian http://bit.ly/n3bpy8.

The notable thing about all 8 of the QR codes highlighted in this article is that they all link to a properly mobile optimised experience. The most common failure for QR codes, that I have scanned, has been that they link to a standard website, which is difficult to navigate on a mobile phone. The worst link to Flash sites, have broken links or deliver absolutely nothing of value, or interest, to the customer.

What are the best, and worst QR campaigns that you’ve seen?

 

 

QR codes appearing everywhere!

Last night’s Evening Standard had an ad in it for Fidelity International’s ISA products. Unusually, the ad also included a QR code that people could scan for “help choosing your ISA”. Scanning the code opens the phone’s browser and displays Fidelity’s standard website.

Presumably, Fidelity international are assuming that their target audience all have smartphones with QR code readers, as they haven’t included any instructions on what a QR code is or how to scan one. It’s admirable that the traditionally reserved financial services industry is starting to use QR codes but I can’t help thinking that they would have a better response if they had included some explanation and an SMS call to action alongside the QR code. Linking through to a mobile optimised site would also improve their conversions on the back end. As it stands, I doubt many people will scan the code (at least outside of the mobile obsessed like yours truly!) and those that do make the effort will almost certainly drop out as soon as they hit the standard website.

The Fidelity ad

The QR code and call to action

The end result

10 out of 10 for effort, but only a 5 for implementation.

M&S to trial QR codes

Yes, that’s right. M&S, that bastion of Middle England, are set to get all digital by introducing QR codes on some of their products. The codes act as hyperlinks to pages within a specially built mobile website.

True, the codes are only appearing on their Food to Go freshly squeezed juices but the fact that M&S are even considering mobile technology has got to be a break through. The question to ask is, if M&S are doing this then why aren’t some of the more youth orientated brands jumping on board as well? Surely there will be more people who drink Frijj, buy Xbox games or shop at H&M who will know what a QR code is than shop at M&S.

So, a pat on the back to M&S for trialling this, and a swift kick in the pants to all those other brands that should’ve been there ahead of them.

For the full article: http://www.nma.co.uk/news/ms-trials-qr-codes-on-juice-bottles-in-food-to-go-mobile-campaign/3003307.article