Manhattan Mini Storage uses QR Code

Recently, Manhattan Mini Storage launched a campaign here in New York, which features a QR Code. The company has placed a variety of billboards (i.e., the headlines change from one to the next) around the city, primarily on phone booth kiosks.

Although there are no scan instructions or information on where to obtain and download a code reader app, the QR Code is hard to miss given its size and placement near the company's name and phone number. When the code is scanned, the reader of the billboard is linked to a mobile page that offers 25% off of three months of storage, plus a free move. There is also a "Get More Info" button on the mobile page, which leads to a contact form for the reader to fill out and submit, and another button that links to the company's regular website home page. What, no self-promotional corporate You Tube video? I'm very disappointed (my sense of humor).

Similar to a Citibank Mortgage campaign that was reviewed last week, the code's scan resolve does not offer that much more information or an interactive experience than the billboard itself. The only main difference is that on scan resolve a discount offering is discovered along with a promo code. Why have the reader of the ad work through the scan only to learn what could have easily been written and viewed on the billboard. When people comment about 2D requiring consumers to jump through hoops in order for the code/campaign to work, this is exactly what's being referring to. But it shouldn't be this way from a best practice standpoint, as well as a creative and strategic standpoint. There should be real value being offered/delivered, as well as a real interactive experience. As I have written before, why create advertisements that serve as mere interruptions to people's everyday lives...like we all don't have enough of them anyway.     

There are a number of value-added items/features that could have been included in this campaign, but it seems as though the marketing and/or creative team did not want to push the limit.

My last comments/questions...ScanLife was involved with this campaign, but to what extent? Was an outside ad/interactive/mobile agency hired for this campaign, or did Manhattan Mini Storage develop the campaign in-house? 

2D Barcode Litmus Test: FAIL

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