Vans, the shoemaker, is running a two-page advertisement, which features a ScanLife generated QR code. Scan the code and a reader will be able to view an exclusive video of world class surfer Nathan Fletcher.
The ad provides basic information about scanning the code with a smartphone and downloading the ScanLife reader app. For some reason, I have an easy time believing that Vans' target audience knows full well how to scan a 2D code and where to locate and download a reader app. It's anyone else outside of this target demo that may not know the first thing about 2D codes, and why a little more descriptive copy may help. Also, does Vans purposely wish to segment between those who have a smartphone and those who don't, because there is no way a non-smartphone consumer can access the exclusive video. No URL address is given.
The video offered to those who scan the code is not what I would have expected from a company like Vans, it's not radical enough, but then I do not know the company's motive or objective for making use of a 2D code in the first place. Rather, I would have liked to have seen the company offer a chance to win a custom-made surfboard, or a Nathan Fletcher autographed board, or a trip to a professional surf contest, or a couple of hundred dollars worth of Vans merchandise. To me, this is how the customer experience can be enhanced, buzz can be created and engagement between prospective or existing customer and company can be established.
Overall, it seems as though very little creative effort went into this ad, especially as it pertains to the 2D code (i.e., the code resolve and the code's call to action). It does not appear as though using 2D drove the creative for this advertisement, instead it looks more like an after thought...once again.