For the past couple of months, Boccia Titanium, a men's and women's watch and jewelery manufacturer, has been running a QR Code-based advertisement in The New York Times. The ad features one of their men's watches, and displayed in the ad is a QR Code with no explanation, instructions or call-to-action attached (if memory serves, as I deleted the image file from my phone by accident).
From a luxury marketing perspective, luxury brands should deliver a superior or remarkable user experience and/or customer interaction, on- or off-line, but in this situation neither are happening. Luxury companies need to fully understand the channels, platforms and technologies they intend to use for markeitng and communication purposes, and deliver a messgae or experience that is appropriate for and worthy of a luxury brand.
What's more, where's the offer, incentive, motivation behind this ad and the request for consumers to take the time to scan the code? No need to look far, because there is none. (Yes, I know it would be easier to see the ad, sorry.)
2D Barcode Litmus Test: FAIL