Tervis, the manufacturer of high-tech drinking tumblers, recently launched a new print campaign, which features a QR Code. After quite a dry spell, here's a 2D campaign worth mentioning and taking note of.
To begin, the company puts best practice to use and includes next to the QR Code a call-to-action, information about what to do with the code and information about what's offered in exchange for scanning the code (Bring the holidays to life. Use your smartphone for holiday party tips, special holiday offers, and more.) Smartly, the company also includes a URL address for those who don't have a QR Code reader and/or a smartphone. The only other bit of copy that could have been added was, "Go to your app store to download a QR Code reader" so as to help readers locate one.
When the code is scanned, the reader of the advertisement is brought to a mobile web page that displays a message window with the following text, "Mingle with these smart people and get the holidays started right. Touch and drag to view the panorama image. OK." The panorama image is of a holiday party and the eight flashing orange touch points are found throughout the image (they can't be missed). Each touch point links to a different page, which includes: a holiday smart quiz, holiday gift ideas, product/company information, party excuse generator, how to make a giant 3D snowflake, personality plus (how to personalize a tumbler), exclusive holiday offer and holiday drink ideas. When just about any of these pages are viewed, there is a "shop now" button and a "next" button displayed on the page. When the "shop now" button is touched, the reader of the advertisement is brought to the desktop version of the company's website, which I question. Why not keep the mobile experience happening and make it easier for the reader to navigate off of a shopping page that is mobile-optimized? When the "next" button is touched, the reader is brought to a secondary page providing additional information about the product, company, etc. Also included on just about every page are widgets to share the experience/content socially via Facebook, Twitter and foursquare.
There are several items that I like/love about this campaign. First, it works. The panorama image loads correctly and operates without a hitch, as do each of the touch point pages. Second, there is descriptive copy associated with the QR Code, which serves to motivate the reader to take the next step. Third, the site has stickiness, because each touch point is different, the reader wants to spend time to discover what's behind each one. Fourth, there is value and a reward being offered via a special 25% holiday discount. Fifth, it's easy for a reader to share the campaign socially. And, sixth, the "mobile" consumer can purchase right then and there; no fumbling to get to a product purchase page.
The one major drawback to the way the scan resolve operates is that if I hit the "back" button on my mobile phone, as opposed to the "back" or "close" buttons on the scan resolve site, I loose the scan resolve site entirely and I am brought back to the code reader app viewing screen. Could this be fixed?
2D Barcode Litmus Test: PASS