In August, I wrote an article about a magazine advertisement for Brandwashed, a new book by Martin Lindstrom, which featured a QR Code. As ineffective as I thought that QR Code-based campaign was, this new QR Code-based out-of-home campaign is just as ineffective. Here's why.
First, as shown in the image below, the out-of-home billboard is located about 50 feet underground in the 23rd Street Station of the New York City Subway which, by the way, offers no Internet connection (see the last billboard). How does a marketing "expert" allow for this type of media placement? Sure the code can be saved in a code reader app and decoded later, but that's not the ideal user experience of 2D and inexperienced QR Code users may not know that code reader apps offer such functionality.
It's been written time and time again on this blog, as well as elsewhere, that the user experience and mobile optimization is critical to the success of a 2D campaign. And, it doesn't hurt to make an offer or provide an incentive to purchase for those that take the time and make the effort to scan a code.
2D Barcode Litmus Test: FAIL