Until now. QR stands for “Quick Response” and it really is a quick way to engage. I am starting to see these little black and white boxes everywhere, especially in advertising. There was a spread in my latest issue of Glamour for a clothing company; it was an extreme close-up of lips and on the bottom corner, a QR code and instructions. When you scan the code, it will open your browser to a website where you could download a short film. Days later, at a trip to the Mall of America- I came across a space where a new store is being put in and there were four different QR codes on the store front. One was to open its Facebook page, another for its Twitter page, another was to inquire employment, and the last was an answer to a riddle (pictures below). With the rise of smart phones, QR codes are way more practical and a great way to target a certain market.
These funny little codes are a different way to engage with the consumer. The consumer is opting-in to interact with the brand. It gives a person more time with the advertisement. I flip through hundreds of print ads in a magazine but if I decide to scan that QR in the Miss Me ad; I am stepping away from the rest of the magazine and interacting. It isn’t replacing the traditional advertisements; it is just giving it a little something to continue the conversation. Unless you are Calvin Klein, then you are replacing some billboards with giant QR codes.
1 comment:
If you were SUPER interested in this post-- here is an AdAge article to read from 8/3/10...
http://adage.com/digitalnext/article?article_id=145221
... it talks about how QR codes are being placed on NYC garbage trucks to promote city wide recycling. It also gives a nice run down about how QR codes work.
Again-- not sure if this is the best way to use them because I wouldn't want to scan a garbage truck and watch a recycling video, but, as the article says, it is a great way to get the 2-D codes a little recognition!
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