Recently, I wrote about FOX Broadcasting Company's QR code campaign called FOX Codes, and now that I have seen printed pieces of the campaign I still question its design and execution.
Also, this is a right page magazine advertisement with a code displayed in the left hand side, which means the code is up against the spine of the publication. Why wouldn't the designer place the code above the time and date icon in the opposite corner, so as a reader thumbs through the magazine there is a better chance that the code will catch his/her eye? I only spotted the code because 1) I am already aware of the campaign and 2) I am purposely looking for 2D codes.
Another printed piece that I have seen is a billboard for the show Glee (see top image below). While it was known that FOX would be utilizing a variety of channels to promote the FOX Code campaign, do they really expect people to scan the code off billboards like this? What? You could not find the QR code. Look in the lower left hand corner. See it now (see bottom image below)?
What was the creative designer/team thinking when designing this billboard? The overall size of the billboard is about 4x6 feet, while the QR code is about 6x6 inches. Surely the creative designer must have known where the billboard would appear (this is on the outside of a bus stop shelter) and, if that's the case, do they really think the code is in an optimal location to 1) be noticed and 2) be easily scanned? Again I only noticed the code because I know to look for it.
My question to FOX...what objectives do you have for this campaign and can they possibly be met given the fact that the code is not the focal point of the creative, there is no call to action on the code and there are no explanations or instructions for the code?