Toothbrush manufacturer, Reach, recently launched an advertisement in Details magazine to promote their new line of "By Design" toothbrushes. The ad features a QR code.
For the most part, from a strategic and creative standpoint, the ad works, as the company marries the main premise of the ad (i.e., promoting a new line of toothbrushes) with the call-to-action (i.e., get a $1 off coupon), and ties the two together through the QR code. While one could argue why not offer a printed tear-off coupon, another could argue why not offer a mobile coupon, so it's one less piece of paper someone has to carry with them or remember to bring to the store when ready to purchase.
Another item to note relates to the URL that is given next to the QR code (BrushWithStyle.com/Art). I tried to access this site, but nothing comes up. Anyone else experience the same thing? If a code is to resolve to an object that object needs to be in place prior to launch. If a URL is to link to a page then the page needs to be in place prior to launch. And, speaking of websites, why is there no mention on Reach's website of the new "By Design" toothbrushes? Am I missing something here too? Isn't marketing and branding all about integration, where one channel integrates with another that integrates with another, and so on. Why the disconnect? Why talk about a new product in an ad, but not support it on your website? Yes, I see a coupon offer on the Reach website, but again no mention of the new product line.