Barnes & Noble is currently using this brochure to promote its NOOK eReader and NOOK app. On the last page of the brochure, there are two QR Codes (one for Android phones, one for iPhones), which can be scanned to automatically download the appropriate version of the app. Nice.
While this QR Code campaign may seem simple and straightforward, I question how the codes are being used, or not used for that matter, from one medium to the next. Here's my point. The company has this printed brochure, which is displayed and made available in the store. Fine. On the Barnes & Noble website, QR Codes are listed on the NOOK app pages to facilitate the downloading of the app from there. Fine. But what about making use of the codes elsewhere and in/on other mediums? For instance, why not create store window posters or point of sale signs with the codes? In print advertisements, why not include the codes? And what about in direct mail or any collateral that gets packed with an order?
For some reason, when a company chooses to use 2D technology they seem to want to limit its exposure and reach, so only one, maybe two mediums, out of a multi-medium campaign, gets the code. Why not cast a wider net for a potentially larger audience? Why not offer that many more people an opportunity to engage with the brand and interact with the 2D technology? Yes, it might take a bit more effort and cost a bit more to place codes on all mediums, but isn't this also the only and or proper way to thoroughly experiment with 2D codes (see yesterday's post)? If set up correctly, once the multi-medium 2D campaign is finished, the company should be able to determine which medium pulled the greatest response (i.e., scan rate).
In thinking this through, I believe companies limit the use of 2D, because they do not view it as a long term tactical element of their advertising and overall marketing strategy. Why this technology should be viewed any differently than a Facebook or Twitter, in the sense that on almost any advertisement, in any medium, consumers will find a Facebook and Twitter icon in the lower left or right hand corner, I do not know. If it's all about engagement, sharing, interaction, social, etc., 2D helps to facilitate all of that if done properly.