State Street Global Advisors, the asset management company, recently launched a new print advertisement, which features a designer QR Code. When the code is scanned, the reader of the ad is brought to the desktop version of the company's main website. So, where shall we begin?
First, the call to action, or what is meant to be a call to action, reads, "Scan the QR code with your smartphone to visit spdrs.com and be the shepherd, not the sheep." Look where the call to action is located on the page versus where the code itself is located, a bit of a disconnect here. Best practice would put the code's call to action right next to the code. Also, it might help to provide information as to where to locate and download a code reader app.
Second, the code resolve links the reader of the ad to the company's website via the website's URL address. With no use of a landing page or any kind of redirect, how does the company plan or expect to be able to accurately measure scan and website results, let alone ROI for the campaign as a whole?
Third, with a code this small, why bother making it a designer code? The logo on the code can hardly be seen, so what's the significance?
Fourth, the use of a QR Code/smartphone would lead the reader of the ad to believe that a mobile experience was in the making but, with this campaign, there is none. Yes, the reader of the ad is linked to all of the investment information to be found on the company's main website, but there is a vast difference between this mobile experience and Oppenheimer Funds' mobile experience.
In reviewing this campaign, it seems as though very little thought was given to the 2D/mobile experience, and I seriously doubt that State Street is making use of 2D cross channel. There is simply nothing to get excited about here and hopefully, for State Street's sake, readers of the ad don't feel the same way about the firm's investment products too.
2D Barcode Litmus Test: FAIL