Fiat USA recently launched this advertisement in The New York Times, which features a QR Code.
When the code is scanned, the reader of the advertisement is linked to a web page that offers the reader a chance to RSVP to one of the live events that the company has planned in New York, Chicago, Miami and Los Angeles, all to promote its new 500 automobile. Additionally, the web page features basic information about the event and the venue, social networking buttons, a Twitter feed and a listing of event partners.
When the RSVP button is touched, interested consumers are prompted for first name, last name and email address and then, having submitted this information, they are asked for full contact information, whether or not they wish to opt-in for future contact and whether or not they consent to being filmed at the event. All pretty straight forward stuff to build a prospect list which, by the way, seems to elude many companies.
What's also worth mentioning is that one of the calls-to-action in the ad is to reserve drive-in seating in a new 500 by scanning the QR Code or going to the URL provided and to then RSVP for one of the events. (Each venue will have a drive-in cinema, so the thought is to have an interested consumer sit in the new car while enjoying a free movie. Great idea.)
Something else that I like about the campaign is how the mobile experience ties in with a tag line used in the ad, which reads "Simply more." Yes, Fiat could have gone all out and loaded the web page with videos, product reviews, product specs, dealer locator, etc., etc., but they didn't and, by not doing so, it fits right in with the tag line. Sometimes less is more. Also, to know that the reader of the ad can enjoy espresso, gelato and bocce ball at each of the events, let alone the ability to see the 500 up close and personal, this is where the value of the scan lies. Immediate value, no, but offered nonetheless.
2D Barcode Litmus Test: PASS