6.16.2011

Major Brand uses QR Code

Reading the latest issue of Parents magazine, I came across this advertisement by Coke, which features a designer QR Code. Although I have seen a number of major brands make use of 2D technology, this is the first Coke ad that I have seen with a code.


When the code is scanned, the reader of the ad is brought to a My Coke Rewards landing page/ website, which features information on the company's rewards program, as well as information that ties into the print ad regarding summertime tips for parents and families.

There are a couple of things that I don't fully understand about this campaign. First, the print ad makes no mention of the My Coke Rewards program, so why is the reader of the ad brought to a page that specifically focuses on the program? Second, why state, "For even more, visit mycokerewards.com/summer on your computer." on the landing page/website? Why force the reader of the ad to go to yet another website for additional information? Some other things I don't understand: 1) why isn't the scan resolve landing page/website optimized for mobile, 2) why not offer the information found on the mycokerewards.com/summer website on the landing page/website, 3) why not have more content that ties in with the print ad theme (i.e., summertime tips). There are maybe a handful of tips to be had.


Once again, it seems as though an advertiser is trying to marry 2D technology to existing, non-mobile optimized, content, as opposed to taking the time to really think through the strategic and tactical aspects/elements of a 2D-based campaign. On top of that, there is very little in the way of real value and/or benefit being delivered via this campaign. Frankly, I may be a Coke drinker, but I am less than impressed.

2D Barcode Litmus Test: FAIL

3 comments:

  1. Who is making all these fundamental errors in executing mobile campaigns. The barcode is scanned by a mobile, it therefore makes sense to resolve to a mobile optimized landing page. Is it a lack of knowledge by the companies website development team or is it management that will not approve the additional costs of mobile landing pages because they just don't get it?

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  2. I'm an Online Community Manager for Microsoft Tag. Roger touches on 2 big pain points that we see frequently: 1.)2D barcodes linking to an experience that isn't optimized for mobile. 2.) A backend experience that doesn't add value to the user.

    It's refreshing to see that this post focuses on the backend experience rather than the trigger (e.g. QR code vs. Microsoft Tag vs. NFC). As you allude to in many of your posts, the user experience is what will drive adoption for this technology. I would love to get your perspective on why marketers sometimes miss the mark with this.

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  3. Nick: Thank you for the comment. In regard to your wanting to get my perspective on why marketers sometimes miss the mark, all I can say is that if I knew the answer to that I would be a rich man. Sure I can guess, but who really knows except the marketers, and their agencies, themselves.

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