Clinique has recently launched a two-page advertisement in Vogue, which features a prominently displayed QR code but, based on the descriptive copy which accompanies the code, I wonder how effective the ad will be and if it can achieve Clinique's marketing ROI objective.
Time and again, I see companies taking short cuts when it comes to the descriptive copy that is used along side a 2D code and this will only work to slow consumer adoption and acceptance. If there is real estate in the ad, which there certainly is in this one, then the company should use the space to fully disclose what the code is, how to scan it and where it will resolve to. Additionally, the company should include a URL address, so that non-smart phone consumers can benefit as well. Of course, if the sole purpose of an ad like this is to conduct market research, where copy, code and imagery, etc. was being tested then fine, but I have a feeling this was not that kind of ad.
Lastly, and from a pure marketing perspective, when I went to the website that was advertised, the only special offer that I found was free shipping for a $49.50 bottle of lotion. Unless I was missing something, since when is free shipping on the Internet considered a "special offer"? I believe Clinique could have gone a bit further in their thinking and offered something truly special.