5.18.2011

Farmland Dairies use QR Code

Farmland Dairies uses a QR Code to help promote its line of milk products. This print advertisement was found in last Sunday's newspaper coupon circular.


The call to action/scan instructions tell the consumer to "Scan this QR code with your mobile phone for mouthwatering recipes on Facebook." Where shall I begin. First, to use the term "mobile phone" is incorrect or, shall I say, not specific enough. The reader of the ad must use a smart phone to read the QR Code, a feature phone will not work. If the company wanted to reach all consumers, regardless of phone type, then they should have provided a text code. Second, the scan resolve links to a Facebook page, which requires the reader of the ad to either already have a Facebook account or be willing to open an account to see the recipes indicated in the call to action. Why make this a requirement? Why make the reader jump through this hoop? Third, if the reader of the ad did not want to jump through the Facebook hoop there is no other way for them to link to the company's main website to learn more about the company and its products. A bit shortsighted, especially when there is so much valuable and interesting content on the main website to share.


What I also don't fully understand about this ad is that it appeared in a coupon circular, but there is no discount offer made. Hmmm. What's that about? Why not offer an incentive to purchase, if in fact that's what the company wants to do (i.e., acquire new customers, strengthen ties with existing customers).

Overall, not a tremendous amount of thought in this campaign. Too bad.

2D Barcode Litmus Test: FAIL

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