Although QR codes are frequently criticised for their unattractive appearance and lack of popularity among customers, they are still frequently seen in advertisements and on billboards, indicating that marketers must still see some potential in these little pixelated squares.
The difficulty with QR codes is that they are often poorly implemented, and it is all too simple to locate examples of codes that cannot be scanned. This is one of the most common causes of the problem.
On the other hand, the technology can be put to good use if marketers pay careful attention to the user experience; one noteworthy company that does this is Toyota.
After presenting six different QR code marketing efforts that were successful, I thought it would be worthwhile to search the internet to see if any fresh case studies had been published in the interim.
Regrettably, I was left dissatisfied due to the fact that there are very few new examples available online, and the most of the case studies that I saw are several years old.
In spite of this, the following is a collection of five further examples of QR code campaigns that were successful. In addition, if you are aware of any further good case studies, please do not hesitate to point them out in the comments area.
Verizon Wireless
This one goes all the way back to 2010, when Verizon collaborated with ScanLife to showcase the various apps that are compatible with its DROID devices.
QR codes were featured in a variety of advertisements, including print ads, in-store displays, direct mail, and even websites and iPad ads. These codes directed users to a particular app that was available for download on the Android Market or to a mobile site that showcased some of the most popular apps.
People using other brands of smartphones who scanned the code were taken to a mobile website that provided information about the advantages of using a DROID and the kinds of applications that are available.
The ad received more than 150,000 scans in a little over three months’ time; but, at the time, it was ScanLife’s most successful campaign, so other marketers shouldn’t necessarily expect the same results. In addition, there is no information regarding the conversions that resulted from such scans.
It was determined that the success of the campaign may be ascribed to the implementation of an integrated campaign across a variety of offline and online platforms.
The Turkish Airline System
During the Olympic Games in London, Turkish Airlines organised a treasure hunt using QR codes that took place at several bus stations throughout the city.
People who visited London were forced to participate in an activity called “QR Flags,” in which they scanned a series of codes in order to be eligible for various prizes.
The airline also built up a mobile site so that customers could view the location of the nearest QR flag as well as their own personal check-in data. This was done in an effort to encourage consumers to continue searching for the flag.
Taco Bell
Between December 20 and February 3 of this year, the fast food restaurant business Taco Bell ran a promotion for ESPN College Football centred around the Bowl Championship Series. As part of the promotion, QR codes were printed on taco boxes and beverages cups.
Following the conclusion of the National Championship Game on January 7, it is likely that fewer people took an interest in the codes that connected to commentator Mark May’s previews of upcoming games.
Despite this, more than 225,000 scans were generated from the codes, which is an impressively high level of engagement.
Once more, Verizon has accomplished a 200 percent rise in sales.
As part of this promotion, Verizon stores displayed QR codes that allowed customers to participate in a sweepstakes for a chance to win a smartphone.
Customers were required to share a Verizon advertisement on Facebook, and if any of their friends made a purchase, the original customer would be eligible to get a free mobile device from Verizon.
During the week that the campaign was active, Verizon saw an increase of $35,000 in sales with only a $1,000 increase in their spending to execute the promotion.
It would appear that the mix of a social component with a strategy for direct sales was one of the most important components in a successful campaign.
Homefront
Another case study that dates back to 2011, the video game maker THQ buried 10 QR codes within its Homefront game. These codes allowed players to unlock exclusive films and wallpapers within the game.
Within the first two days, the codes were scanned thirty thousand times, and the site quickly racked up thirty thousand wallpaper downloads and eighteen thousand video views.
The fact that the codes unlocked content that improved the game rather than serving as a promotional tool makes this instance obviously exceptional. One of the passwords, for instance, linked to a government emergency broadcast video that explained a countrywide flu pandemic. Another code, on the other hand, was hidden in an extremist’s garage and linked to a propaganda music video.
However, despite the fact that this is not an example of marketing, it is a very creative use of QR codes and demonstrates that individuals are prepared to scan them if they are offered the appropriate incentive.