We’ve been educating several clients recently on how to include QR codes into their print campaigns. A QR code is a type of 2D barcode that can store a variety of data including a link to a web landing page or video. It can be scanned with a 2D barcode reader app on a Smartphone.
One of the beauties of this technology is to expand a print campaign to include an interactive element. For instance, if you have a print advertisement, you can have the user link to a video, promotion, specifications, or whatever you can imagine.
For Brammo, a leading electric motorcycle company, we’re working on a campaign which includes an artistically customized QR code (see below). Customizing a code in this situation involves manipulating the actual data to include the company logo within the code itself – some of the data is redundant and can be removed or altered and still retain its function. We also rounded the corners to give it a softer feel and colorized it to make it more brand-appropriate. We’re currently exploring interactive concepts with Brammo to effectively use it.
We recently presented a QR code ad campaign concept to a fortune 500 company (I can’t mention the name). The print ad features a photograph of an important business person and a testimonial quote of why they love this company. When the user scans the code they’re linked to a video of the entire interview. It’s a thoughtful use of merging print and interactive design.
QR codes can be used for a myriad of purposes, but the nuts and bolts of using this technology successfully in a print advertising campaign is the interactive experience the user has after scanning. In general, it should provide some special value to a customer, above and beyond just landing on a website homepage.