QR (Quick Response) Codes are data matrix barcodes that can be read via a reader application installed on a cell phone. They are used to take a piece of information from a magazine advertisement, a print catalog or web page, and put it in to your cell phone. Promotions like free shipping and discounts no doubt have the most impact on consumer response, but it is interesting to note how some marketers are continuing to innovate with new ways to grab consumers’ attention. The following promotions from MarketRelevance were notable as they integrated these codes.
Note: Click on the barcode graphic for a more complete view.
Target
In addition to promoting its low prices, savings with in-house credit card, coupons, gift cards, ease of shopping online and of course lots of holiday merchandise, Target’s latest print book encourages recipients to “Scan Joyfully and Often” on the inside cover, and three steps explain how. Users are encouraged to download the free ScanLife app at Target.com/scan and then scan the barcodes throughout the book “for more fun surprises” (short URLs are offered next to the QR codes as an option.) The initial one on the inside cover links to Target.com’s “Christmas Deal Feed.” Two others link to videos featuring Nina Garcia and Sabrina Soto offering fashion and decorating tips. Another, located in a catalog spread dedicated to Food Network chef Giada De Laurentiis’ exclusive line of cookware, links to the chef’s Sauteed Shrimp Cocktail recipe.
Vitals: direct mail, delivered 11/25/10, 10½” x 7”, 52 pages
Eastbay
Since the summer, Eastbay sporting goods has used tags to connect recipients to exclusive video, typically behind the scenes at photo shoots with the sports stars that grace the covers of the print catalogs. Recent efforts featured Green Bay Packer Greg Jennings and basketball star for the Philadelphia 76ers, Andre Iguodala. Microsoft Tag Reader is required to read this tag, and the book directs recipients to http://www.gettag.mobi/ to download the app.
Vitals: direct mail, delivered 9/24/10, 10½” x 8”, 92 pages
As a side note, these two examples do not use the same readers, which seems potentially problematic for an end user. It will be interesting to see if a dominant QR player emerges, as users will most likely not be inclined to download multiple apps to read different types of barcodes unless there’s a sizeable incentive.
A recent Metrics graph in The New York Times called