Disclaimer: I don’t actually show you how to use QR codes to Go Viral – that title is just really searchable.
What I will do is outline the options you have as a marketer to use these types of codes. Then you can choose how to creatively use them while paying attention to a few examples on how not to use them at the end. One example is slightly humourous, skip ahead to the image of the banana if this is boring you.
Recently, some smart people at ComScore pointed out that very soon (2012 or 2013) Internet users will access the Internet more through a mobile device than through a fix position. Ie. desktop computer etc.
So, in essence what is a QR code and why should I care? Basically, it provides a means for a smartphone owner to scan a code and be directed to a predetermined web location or other smartphone options.
There are three types of of these scanable codes that I care about.
1) QR requires you to have any number of scanning apps and is your basic code that simply pushes you to a location.
2)For Microsoft Tag you need the specific app and an account but what that does is allow you greater functionality like tracking, changing the codes push location at will and visual customization of the code.
3) Finally, Stickybits is a bar code app that also requires you to download an app and set up an account but has cool features like geo tracking, comment walls with media posting capabilities and a point system.
2 and 3 are great in theory but not widely adopted which makes putting these codes on Out of Home advertising, retail locations or print campaigns an uphill battle in terms of moving the needle. Users may understand they need to scan but are presented with a barrier of signing up for the service before they reach the payoff.
My personal opinion is that a QR code (1) is the most probable to use with any affect right now. If you are going to use them make sure the destination attached has added value for the user though. Put a download on the other side or allow the code to shortcut the user to a website instead of relying on them to punch in a complicated url. This will help your cause and you can track that through the number of mobile downloads or mobile visits to a site.
Here are a few examples of where not to put QR codes.
UNDERGROUND ON A SUBWAY CAR!
If you are going to use QR don’t put it on an advertising that lives underground where people probably don’t have access to the Internet. Your time is short with your consumer and if they can’t get to your desired location they won’t search it when they get off. They have places to go..
Oh yah. If you want people to scan don’t put the ad on the other side of the tracks…
Next.
DON’T ASK PEOPLE TO SCAN A CODE THAT MAKES THEM LOOK LIKE THERE IS SOMETHING WRONG WITH THEM!
Fellas, if you had an issue…down there…would you actually scan an ad talking about your ailment to publicize that to the rest of the train…not likely. I had to secretly snap this picture to avoid being judged. This ad was also on a subway.
Take what you will from this. These codes serve a utility or an extra value add to ongoing campaigns for now but don’t bank your campaign around it.
Cheers
If you haven’t check Vevo out yet you really should. Just over 2 months ago YouTube and some of the major music industry players (Sony, Universal and EMI) got to together and launched their answer to a consistent debate about their music content being stolen through the YouTube platform. Did it work?
